Roy Morgan Research has released numbers it estimates for online subscription services.
After surveying over 2000 Australians aged 14 and over last month it estimates Netflix has garnered 1,039,000 Australians in 400,000 households.
By contrast it puts 97,000 Australians subscribed to Presto; 91,000 had Stan; 43,000 had Quickflix and 40,000 had Foxtel Play, the streaming version of its Pay TV service.
“Roy Morgan’s subscription TV data on Netflix and its local competitors reveals it’s so far been a one-sided battle,” said Tim Martin, General Manager – Media, Roy Morgan Research.
“But our early research also shows that the war’s far from over, especially when it comes to Foxtel. Over 5 million Australians live in a household subscribed to Foxtel, whether directly or as bundled with other services through a telecommunications provider such as Telstra or Optus—and this currently includes around 300,000 Netflix subscribers. Are they adding Netflix, and planning to keep Foxtel too? Or were they holding on to Foxtel until Game of Thrones wrapped up season five last week?
“In the SVOD space, Netflix’s dominance is clear. 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.
“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.
“With each new month of incoming data collected from over 2000 Australian around the country, we’ll be better able to track and understand how SVOD is impacting the Australian media landscape.”