Netflix towers above SVOD rivals to claim 1MN Australians

DetailsRebecca Hawkes | 25 June 2015

Netflix has attracted over 400,000 households in Australia since its launch in March, to reach around 1 million consumers, according to data from Roy Morgan Research.

NetflixOrangeThe US online video giant's reach is now 10 times that of its nearest competitors in Australia, according the local market research company. Although Netflix has not announced its actual subscriber figures, Roy Morgan Research says 1.039 million users in 408,000 Australian households had officially signed up to Netflix in May, up from 766,000 in 296,000 homes in April. This figure includes those receiving free trials as well as those paying for the service.

Some 200,000 Australians may have previously signed up to the Netflix US or UK service via geo blocks.

In comparison, Roy Morgan suggests 97,000 Australians were subscribed to Presto, the rival subscription video-on-demand (SVOD) serrvice operated jointly by Foxtel and the Seven Network; 91,000 had subscribed to Stan, the Nine Entertainment and Fairfax Media joint venture. As of 31 March, 123,553 had Quickflix, a former DVD-delivery service, while 40,000 had Foxtel Play, the streaming version of Foxtel's pay-TV service.

"Up to half of all subscribers to Stan, Quickflix or Presto are also subscribed to Netflix — perhaps bingeing for a month on free content across the options, preparing to make a decision about which, if any, earns their continuing monthly spend," said Tim Martin, general manager of media, Roy Morgan Research .

"But it also might not be an either-or proposition. As each has different content available, many Australian TV lovers may choose to subscribe to multiple SVOD providers, switching between Orange is the New Black on Netflix, Better Call Saul on Stan, the HBO back catalogue on Presto and a new release movie (or delayed Game of Thrones marathon) on Quickflix."

The Roy Morgan Single Source Survey called on a representative sample of 2,088 Australians, aged 14 and over, to estimate the entire country's online streaming preferences.