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Australia: Netflix to surpass 10m users

August 6, 2018

Netflix has continued its impressive growth over the last year with over 9.8 million Australians in the June 2018 quarter now having a Netflix subscription in their household – up nearly 30 per cent on a year ago, according to Roy Morgan Research.

If the growth trend continues, over 10 million Australians will have access to Netflix content during the current September 2018 quarter based on the growth shown by Roy Morgan Single Source interviews with more than 50,000 Australians over the last 12 months.

Now over 13 million Australians have access to some form of Pay-TV/Subscription TV, up 11.7 per cent on a year ago, and it’s not just Netflix driving the increase.

Over 2 million Australians can now view content via Stan, up 39.2 per cent on a year ago, and growing at a faster rate than Netflix over the last year. Stan is set to be fully owned by the Nine Entertainment Company following the merger with Fairfax.

There were other big increases including for the rebranded YouTube Premium (formerly YouTube Red), now with over 1 million users, up 38.5 per cent on a year ago. While the biggest percentage increases were for Fetch, up 40.5 per cent to 710,000 users and Amazon Prime Video, up 87.7 per cent to 273,000 users.

Leading Internet retailer Amazon only launched its Australian site in December 2017 and Amazon Prime was only officially launched to Australians in June 2018.

According to Michele Levine, CEO Roy Morgan, SVoD is growing quickly in Australia headlined by streaming giant Netflix set to hit 10 million Australian users as soon as August 2018. “Over 13 million Australians now use PayTV/Subscription TV services. Growth for the leading SVoD providers has continued over the last year at over 25 per cent for Netflix, Stan, YouTube Premium and Fetch. New entrant Amazon Prime Video grew by nearly 90 per cent 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 per cent 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 per cent 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,” she concluded.

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