The debut of Grand Theft Auto VI: An Extended Look caused a jump in Netflix usage in the United States on Thursday (27), with viewership rising about 50% compared to the same time the previous day, according to data from Sensor Tower (via IGN). The presentation also coincided with reports of service instability.
The surge occurred during the first screening of the approximately 27-minute special produced by Rockstar Games. Netflix confirmed that all footage was captured directly inside the game on a PlayStation 5.
Netflix traffic surges during premiere
Compared to the hour immediately before the premiere, Netflix viewership in the United States increased 35%, according to Sensor Tower.
The impact also appears when traffic is compared with the average recorded at the same time on the 12 previous Thursdays. The number of mobile app users was almost 50% above average, while the volume of browser visitors increased about 125%.
Abe Yousef, senior Insights analyst at Sensor Tower, said that events tied to major intellectual properties can expand Netflix's positioning as a more comprehensive entertainment platform.
According to the analyst, the association with a highly anticipated release can also help the service win back users who stopped watching and attract new subscribers.
Netflix initially presented the content to its subscribers before it was made available by Rockstar on its own channels. The platform said the special can be watched globally and includes Brazilian Portuguese subtitles, in addition to other languages.
GTA 6 has already amassed about 4.6 million pre-orders
Sensor Tower data also indicates that GTA 6 had approximately 4.6 million units on pre-order before the presentation on Netflix.
Pre-orders represented about US$ 446 million in deferred gross revenue, according to estimates from the market intelligence firm. The numbers are modeled by Sensor Tower and do not correspond to official data released by Rockstar Games or Take-Two.
PlayStation accounts for 77% of estimated pre-orders, reinforcing the importance of Sony's platform in the initial demand for the title.
The most expensive version of the game also dominates advance sales. Earlier Sensor Tower data indicated that 89% of pre-orders were for the Ultimate Edition, priced at US$ 99.99, versus US$ 79.99 for the standard edition.
On PlayStation, the premium version accounted for about 88.5% of reserved units. On Xbox, the share reached 90%. Sensor Tower itself cautioned that this proportion tends to decline with the approach of the launch and the entry of buyers less concentrated among the most dedicated fans.
Netflix had service instability during the premiere
The concentration of viewers also coincided with access issues with Netflix in different markets. Users reported errors loading the service and playing the special at the expected premiere time.
The interruption was brief, and Netflix did not confirm that the increase in traffic caused by GTA 6 was the cause of the instability.
Grand Theft Auto VI will be released on November 19, 2026 for PlayStation 5 and Xbox Series X|S. Rockstar has already opened pre-orders for the game.
