Netflix is chasing GTA 6 hype.

When I first saw Netflix streaming an extended look at Rockstar’s GTA 6, one of the most awaited games, I genuinely felt confused. It’s a video game. Why is it premiering on a platform specifically designed for movies and TV shows? Why Netflix? Then, after a few seconds, I found the same thing was free on YouTube just six hours later, and I had another thought: has Netflix gone crazy?

Suppose this was a real two- to three-week period, which makes business sense, a real reason to subscribe. But six hours isn’t exclusivity, it’s a flex. It’s Netflix saying, “Listen, mate, we have enough money to buy your attention for an afternoon”.

Seriously, not offering anything real. And the big deal is it won’t survive those six hours, as plenty of people already have Netflix, and when the trailer drops, someone is screen recording or filming and going live on Facebook and YouTube, a real or fake account, before Rockstar even uploads it. I know some people who take this seriously. A couple of friends from work are taking 2-3 weeks off their annual leave to play GTA 6 at release. I’m not that guy. I’ve always loved Rockstar games and played most of the games they developed. And I would probably play more and be a solid gamer if my eyes could handle more screen time.

But even as an actual fan, six hours early means nothing to me. And even as a filmmaking student, I don’t rush to the cinema either when there is a great movie showing. I’ll happily wait weeks and months to hit YouTube or other platforms. If the content is genuinely worth watching, the wait doesn’t matter. That’s what bothers me about this deal. Netflix should not be planting its flag on every cultural moment; it should be building something authentic as a place people trust for films and series. Even the coverage calls this a smart move, a win for Netflix. Maybe it’s for them, but smart for Netflix doesn’t mean it makes sense for everyone else. Somewhere during the journey, Netflix forgot what it is.