Report: Netflix now in 855,000 Australian homes
At 855,000 homes, Netflix is reportedly on track to reach a million homes in September.
- Published by David Knox
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- Filed under Streaming
Roy Morgan Single Source, April – August 2015, average monthly sample = 4,385 Australians 14+.
855,000 of Australian homes (9.3%) now have Netflix according to Roy Morgan research, up from 737,000 in previous results.
That’s over 2.2 million people 14+ with access to the US streaming giant.
However growth is slowing: Netflix increased by 118,000 subscribing homes in August—the lowest gain since it began in April.
Tim Martin, General Manager – Media, Roy Morgan Research, says: “These latest incoming subscription numbers, with a simple assessment at the change in growth rates since April, suggests Netflix is on track to reach 1 in 10 Australian homes in September, and to surpass the one-million-mark by October. Stan and Presto, meanwhile, are each in less than 1% of homes.
“Netflix made such a giant splash in the Australian subscription video on demand market, it was inevitable that the initial flurry of subscriptions among the core market would settle down—if by that we mean gaining ‘only’ 118,000 subscribing homes in a month!
“Some of this lower net monthly growth would also be due to homes discontinuing after the trial offers expire, or when they’ve watched about as much of the available content as interests them. The ‘no contract’ model means Netflix and other SVOD players including Stan and Presto need not only to attract but retain subscribers, who can effectively come in and out depending on when new shows or movies are loaded.
“The main opportunity for SVOD providers is now to reach beyond the ‘low-hanging fruit’ of early adopting younger households that have driven initial growth. With Telstra TV now scheduled for release in October, this is the ideal time for a canny provider to use our consumer research and content preference data to target these older, established households. This enormous pool of potential customers is uncertain about SVOD now, but they’ll soon see in their own homes how easy it is to access just by plugging in a Roku. Once subscribed, these customers will also be less likely to switch or discontinue whenever a shiny new service comes along. The rewards for staking a claim in this area are clear.”
4 Responses
I’m not surprised by the increase in subscribers, on the back of over saturation of “so called” reality tv on FTV and poor treatment of other programs.
Morgan is always plugging himself with his research.
The limiting factor is availability and cost of a fast high volume internet connection. People will have to wait until the NBN is finished, goes bankrupt and is sold off at a fraction of what it’s worth, so the infrastructure can then be used to supply customers with cheap high speed high capacity internet.
“but they’ll soon see in their own homes how easy it is to access just by plugging in a Roku” shouldn’t roy morgan be more balanced it appears there advertising roku
I cancelled my Netflix and don’t miss it. It didn’t live up to my expectations.