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Netflix is going to start selling stuff on Walmart’s website

On Monday, Netflix announced it has Nailed It! by teaming up with Walmart to launch a dedicated digital storefront on the retail giant’s website, selling products spun off from its popular shows. There may be 13 Reasons Why, but here’s the main one: It’s part of Netflix’s broader strategy to build out revenue streams and marketing beyond its core subscription business.

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The Streamer’s Gambit
With over 200 million subscribers, Netflix holds The Crown for being the world’s top streaming service. But slowing subscriber growth — especially in the U.S., where it faces competition from Disney+, HBO Max, Hulu, and Amazon’s Prime Video — has prompted a long, hard look in the Black Mirror. In the second quarter, the service added just 1.5 million subscribers compared to 10 million in the same period a year ago.

Cue the new business lines:

  • Netflix already has T-shirts, stickers, dolls, and other merch available via several online retailers, but the Walmart deal — which will focus on hit shows like Squid Game and The Witcher — will create its first digital storefront at a national level. Netflix also set up its own store, Netflix.shop.
  • The streamer has also launched a new videogame unit, which will make mobile games for the company’s app. Consumer spending on games is projected to reach $175.8 billion this year, according to Newzoo BV, and half of that will come from mobile games.

Why Walmart?: Walmart, long associated with bargains, is trying to make like Emily in Paris and attach itself to more upmarket brands. It partnered with The Gap this year for a new line of home goods, and has launched its own series of higher-end fashion lines. Motley Fool

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