Netflix continues to grow at pace in the Australian market, with Roy Morgan Research figures showing the streaming giant picked up a further 113,000 subscribers in September, taking it to a total of 968,000 since its March launch.Netflix has added over 100,000 subscribers in each month since its launch, and can now be found in 10.5 per cent of homes, reaching 2.63 million Australians.
The Roy Morgan figures show that younger Australians are embracing Netflix, with 19.8 per cent of young couple households subscribed, 18.9 per cent of young singles and 17.8 per cent of young parents.
However, older households still represent growth territory, with just 1.5 per cent having so far subscribed. Roy Morgan notes that, since there are more of these households than any other group, the comparative lack of penetration weighs down the overall figure.
If older households are excluded from the figures, Netflix can be found in 14.4 per cent of mid-life Australian homes.
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“Netflix reaches 2.6 million Aussies aged 14+ (13.4 per cent) in their homes, or on their mobiles and tablets,” Roy Morgan general manager – media Tim Martin commented.
“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 six 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.”
