Netflix Expands Licensing Deals, Live Events To Boost Fan Engagement

Benzinga

Netflix is expanding beyond streaming into merchandising, live events, and immersive venues, signing major licensing deals for franchises like “Stranger Things” and “KPop Demon Hunters.” The company’s new Netflix House locations and 40+ live events help keep fans engaged between content releases and strengthen its original IP strategy.

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00:00It's Benzinga, bringing Wall Street to Main Street.

00:02Netflix has expanded beyond streaming into merchandising and live events,

00:07adopting strategies long used by Disney, Universal, and Warner Brothers, according to CNBC.

00:12In 2025, the streaming giant signed major licensing deals, including its first master

00:18licensing agreement with Jazzwares for Stranger Things products and new partnerships with Hasbro

00:23and Mattel for K-pop demon hunters. Netflix also opened Netflix House Philadelphia,

00:28with Dallas and Las Vegas locations planned for 2027.

00:32The venue offers fans immersive experiences to its slate of pop-ups, gaming collaborations,

00:38and more than 40 live events launched since 2020. Executives said these efforts keep audiences

00:43engaged between content releases and build on the company's growing library of original IP.

00:58For all things money, visit Benzinga.com.

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