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Australia: Netflix in 1 in 10 homes

The number of Australian homes with a Netflix subscription rose again in September to 968,000 (10.5 per cent), up another 113,000 from 855,000 in August, subscription VoD data from Roy Morgan Research shows.

The rapidly expanding net penetration of the streaming has exceeded 100,000 Australian homes each month since launching locally in March. 2.63 million Australians 14+ now live in a home with a Netflix subscription—another 409,000 more than in August.

Tim Martin, General Manager – Media, Roy Morgan Research, commented: “Netflix service adoption in households continues to grow at a rate in the double digits month to month. These latest September figures show the number of subscriptions up 13 per cent (over 113,000 more homes) since August, which was up 16 per cent from July.”

“Netflix reaches 2.6 million Aussies aged 14+ (13.4 per cent) in their homes, or on their mobiles and tablets. This ‘people’ rate is higher than the proportion of households because the homes more likely to subscribe to Netflix are often those with more people in them—such as young singles living in share houses or parents with teenage kids.“

“The media is reporting today that Optus is to again offer 6 months of free Netflix to new broadband customers, a repeat of its partnership when the service first launched locally in March. With Telstra TV imminent and TPG becoming Australia’s second-biggest internet service provider with its takeover of iiNet, Optus is clearly hoping its partnership of Netflix will give it a boost in the broadband market.”

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