Streamer Commits to Opening 60 “Netflix House” Physical Retail Locations Globally to Monetize IPs

From Subscription to IP Empire

November 18, 2025—After years of focusing nearly exclusively on subscriber growth, Netflix is finally leaning hard into a key piece of the traditional media playbook: merchandising and physical experiences. The streaming giant is bolstering its strategy to monetize its robust catalog of original intellectual property (IP), aiming to turn fan engagement into significant new revenue streams.

This shift is driven by a maturing subscription market and a desire to diversify income beyond monthly fees and advertising. Netflix is now actively pursuing a comprehensive strategy that includes brand collaborations, dedicated e-commerce, and, most notably, a global network of permanent retail and entertainment venues.

The Flagship Venture: Netflix House

The most aggressive component of this new strategy is the launch of “Netflix House”—large, immersive, permanent brick-and-mortar retail and experience centers.

Global Plan: Netflix plans to open 60 Netflix House locations worldwide, with the first two US locations opening in the King of Prussia Mall in Philadelphia, Pennsylvania, and the Dallas Galleria this December, followed by Las Vegas in 2027.

Immersive Experiences: These venues will span over 100,000 square feet and feature rotating, immersive attractions based on hit shows, such as a Squid Game-themed obstacle course, themed dining concepts from unscripted food shows, and screening rooms.

Merchandise Sales: Crucially, each location will include extensive gift shops offering show-themed merchandise, from coveted items like The Lincoln Lawyer coffee mugs to apparel and lifestyle products tied to franchises like Stranger Things, Bridgerton, and The Witcher.

Beyond the House: Collaborations and Digital

While Netflix House is the physical centerpiece, the merchandising strategy is multi-faceted:

Brand Collaborations: Netflix is expanding its partnerships beyond apparel (like Lacoste) and mainstream brands (like Coca-Cola for Stranger Things) into niche markets. Recent examples include co-branded non-alcoholic beers with Athletic Brewing Co., inspired by The Witcher.

Direct-to-Consumer (DTC): The company operates its dedicated e-commerce store, Netflix.shop, which serves as a hub for exclusive, limited-edition apparel and high-quality lifestyle products.

Mass Retail Partnerships: Deals with giants like Walmart ensure that merchandise from top shows is available to a broad audience, with Netflix product available in over 2,400 Walmart stores.

By embracing this strategy, Netflix is not only aiming for new revenue but also using these physical touchpoints to deepen brand loyalty, generate excitement, and ultimately drive continued viewership of its streaming content.