Netflix Australia proves popular for iiNet customers

DetailsRebecca Hawkes | 30 March 2015

Netflix is accounting for 15% of iiNet's data traffic just a few days into the online streaming giant's Australian launch, according to the Internet service provider (ISP).

iiNet, the country's third largest fixed line ISP, has nearly one million customers. It has offered a quota-free download service for Netflix subscribers, who can sign up for a 30 day free trial for the over-the-top (OTT) video service, ahead of a monthly subscription fee starting at A$8.99.

"Netflix has already reached 15% of iiNet's consumer traffic in the first two days since launch. We are terrifically excited by the response," an iiNet spokesman told the Sydney Morning Herald.

Netflix, which launched in Australia and New Zealand on 24 March 2015, has not yet revealed the number of subscribers it has so far attracted down under.

In Australia, it is also available through an unmetered download deal with Optus, Australia's second biggest telecommunications company.

With its 50th launch, Netflix has chosen not to advertise on TV, radio, print or outdoor only on digital media in Australia. A recent Venture Consulting report emphasizes the strength of its brand awareness, having found 32% of Australia's online community (which accounts of 88% of the Australian population) was aware of Netflix before its launch there.

The arrival of Netflix in Australia follows the launch earlier this year of home grown online streaming services Presto (a joint venture between Foxtel and Seven West Media) and Stan (from Nine Entertainment and Fairfax Media).