Key Points

  • Grand Theft Auto VI: An Extended Look earned 31.1 million views on Netflix's English-language film list during the week of Aug. 24 to Aug. 30.

  • Measured in hours, the 27-minute trailer accumulated 14 million, less than a third of the 44.1 million for the film that finished second.

  • Netflix members watched 2% more hours during the first half of 2026, while second-quarter revenue grew 13%.

  • 10 stocks we like better than Netflix ›

Netflix's (NASDAQ:NFLX) most-watched English-language film during the week of Aug. 24 to Aug. 30 was not at all a Netflix film. It was Grand Theft Auto VI: An Extended Look, a 27-minute trailer for the video game that Rockstar Games will release in November. The trailer earned 31.1 million views and topped the list in 87 of the 93 countries that Netflix monitors.

Netflix premiered it on Thursday, Aug. 27, and Rockstar posted the same footage on YouTube, for free, six hours later.

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It's strange to see at the top of a film list. But it fits with what Netflix has been telling investors it wants: moments, not hours.

Why a 27-minute trailer wins on views

Netflix counts a view by dividing total hours watched by a title's runtime, so a 27-minute trailer needs much less watch time than a two-hour film to register a high figure.

Measured in hours, the trailer accumulated 14 million during its four days in the measurement period, while the film that finished second, the crime thriller The Whisper Man, earned 23.2 million views, but 44.1 million hours. Even the most-watched film from the previous week, Don't Say Good Luck, generated 20.3 million hours with only 12.8 million views.

And even by views, it's not a record. The Rip earned 41.6 million views during its premiere week in January. The Grand Theft Auto trailer fell about 25% short.

Of course, 31 million views for a trailer in four days is a high figure. But it's not the same as accumulating the most hours on the streaming service.

How much did it cost Netflix?

Nobody wants to say. Both Netflix and Take-Two Interactive (NASDAQ:TTWO), Rockstar's parent, declined to discuss the financial terms.

When asked during Take-Two's Aug. 7earnings callwhether Netflix paid a premium for exclusivity, CEO Strauss Zelnick said he "wouldn't normally give detail on sort of the nature of the back and forth or the terms of the arrangement."

At another point, he called Netflix "a great marketing partner for us and distribution partner," and added that the premiere "is part of Rockstar Games marketing strategy."

In other words, this wasn't Netflix buying a film. It was Rockstar using Netflix as a launch platform for an announcement, with a six-hour head start.

It's also not the first deal between them. Rockstar's Grand Theft Auto trilogy came to Netflix as mobile games in December 2023, and the last of the three, San Andreas, left the service in December 2025.

For its part, Netflix called the presentation a cultural moment. "It's a reflection of what we hope Netflix is becoming: a place where the most ambitious storytelling, from any medium, can find the biggest possible audience," said Brandon Riegg, the company's vice president of nonfiction series, in Netflix's announcement.

Netflix chases moments, not hours

The company's second-quarter shareholder letter, published in July, shows why a deal like this might be attractive. Members watched 2% more hours during the first half of 2026 than a year earlier, a slight acceleration from the 1.5% growth in 2025. Meanwhile, second-quarter revenue was $12.6 billion, up 13% year over year. So the growth comes from more members, higher prices, and advertising, not from people watching much more content. Advertising revenue grew more than 150% in 2025, surpassing $1.5 billion, and management expects it to about double again this year.

Management has also been telling investors hours aren't what matters. Live programming, the letter noted, will account for just over 5% of content spending this year, but only about 1% of hours watched. However, live events represent six of the 10 biggest sign-up days in Netflix's last five years.

"[T]here is not a linear relationship between view hours and revenue and profit because all hours are not created equal," said co-CEO Greg Peters during the second-quarterearnings call

A video game premiere fits with that way of thinking. From a broader perspective, 14 million hours barely register on a service whose members watched 97 billion hours in six months -- about 2 billion in any four-day period.

Ultimately, I think it's a smart trade for Netflix, but also one that doesn't change the important numbers. Management expects revenue growth to slow to 12% in the third quarter, and engagement is growing at a low single-digit rate.

But many moments like this, compounded over time, could be a game changer.

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Daniel Sparks and his clients do not have positions in any of the stocks mentioned. The Motley Fool has positions in and recommends Netflix and Take-Two Interactive Software. The Motley Fool has a disclosure policy.