Netflix take-up dominates SVOD wars

Netflix is the New Black: Roy Morgan says US-based SVOD service has 1m+ Australian users

New Roy Morgan data shows that Netflix is smashing its local rivals with penetration for the US-based SVOD service at 10 times that of Presto and Stan, and over 20 times that of Quickflix and Foxtel Play.

The data, which takes survey results from a group of a similar size to the OzTAM survey and extrapolates it across the entire population, shows that Netflix has achieved a subscriber base of over 1m Australians in the two months since its launch in May. Roy Morgan’s data also reveals that over half of Stan and Presto subscribers are also Netflix viewers.

By constrast, the research says that Nine/Fairfax JV Stan has 91,000 users (although Roy Morgan’s Shaun Ellis conceded when Mediaweek asked that there could be a variation of up to 10,000 people based on the numbers used – certainly a statistically significant figure in 91,000 users). CEO Mike Sneesby has been quoted at numbering Stan’s sign-ups at 200,000 people. Sneesby’s figures, however, don’t account for drop-offs after the free trial period.

The Roy Morgan figures for Presto’s subsciptions are slightly higher than Stan’s, with the Foxtel/Seven JV attracting 97,000 subscribers. Presto CEO Shaun James has refused to give subscription numbers for the Foxtel/Seven JV.

But according to GM of Roy Morgan Research Media Tim Martin, local content creators needn’t despair, despite Netflix not planning to commission any Australian content.

“Our early research also shows that the war’s far from over, especially when it comes to Foxtel. Over five 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?”

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