Netflix is close to topping 10 million Australian users according to a new report.
Roy Morgan Research estimates the streaming giant has 9.8m Australian viewers in 3.9m households (Telsyte recently estimated 3.9m subscribers).
Over 2 million Australians can now view content via Stan, up 39.2% on a year ago, and growing at a faster rate than Netflix over the last year. Stan recently confirmed their 1 millionth active subscriber.
Michele Levine, CEO Roy Morgan, said, “Over 13 million Australians now use Pay TV / Subscription TV services. Growth for the leading SVOD providers has continued over the last year at over 25% for Netflix, Stan, YouTube Premium and Fetch. New entrant Amazon Prime Video grew by nearly 90% over the past year off a small base although the Australian service only fully launched in Australia in June 2018.
“Leading streaming video provider Netflix is fast closing in on 10 million users spread across nearly 3.9 million households. 9.8 million Australians aged 14+ used Netflix in the June 2018 quarter which gives Netflix a market penetration of 48% among Australians aged 14+.
“However, although Netflix clearly is well ahead of its rivals, other SVODs are also growing strongly – and generally at a faster rate than even Netflix.
“Stan, the joint venture between new merger partners the Nine Entertainment Company and Fairfax, grew its user base by nearly 40% over the last year to top 2 million users in the June 2018 quarter.
“The proposed merger between Nine and Fairfax consolidates ownership of Stan and opens up multiple opportunities for cross-promotion of the new company’s various media brands such as the Nine Network channels Nine, Gem and Go!, and leading Fairfax mastheads including the Sydney Morning Herald, The Age and the Australian Financial Review.
“In a changing media landscape, highlighted by the recent merger agreement between Nine and Fairfax, the impressive performance of SVOD in recent years shows there are avenues to growth for incumbent media businesses challenged by new entrants into the market.
“To learn more about the consumers who flock to new technological innovations led by early adopters and closely followed by the professional technology mainstream and younger digital natives don’t hesitate to contact Roy Morgan for further information.”