Netflix growth surge slows, with Roy Morgan claiming US giant now reaches 2.2m Aussies
US online streaming giant Netflix now has 855,000 Australian homes signed up to the streaming video on demand service, the latest Roy Morgan Research survey claims.
According to Roy Morgan’s single source survey, growth for Netflix is slowing with the number of households signing up last month declining, with an estimated 118,000 new households subscribing in August.
That figure is down from May when Roy Morgan’s survey of households found Netflix grew by 133,000 subscribers, June where it grew by 152,000 and June 166,000 however, the number of people aged 14 and over with Netflix is now estimated to be at some 2.2m Australians.
“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,” said Tim Martin, general manager – media, Roy Morgan Research.
Roy Morgan has not publicly released the numbers for Netflix rivals Stan, Presto and Quickflix, however a survey put out in June suggested that Netflix was well ahead of the other SVOD players.
“(Rivals) Stan and Presto, meanwhile, are each in less than one per cent of homes,” Martin added, noting that a penetration of 855,000 households would give Netflix 9.3 per cent of Australian homes.
“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.”
Nic Christensen
