Australians like their streaming. According to recent research, the growth of Netflix use over the past 18 months far exceeds its Free-to-Air competitors. An estimated 7,558,000 Australians aged 14 years and over now have Netflix. Meanwhile, viewership for free-to-air channels is in decline.
The numbers come from Roy Morgan, which has been measuring Netflix in Australia since its launch. Recent data shows that while Netflix household subscriptions have increased strongly, its Australian Free-to-Air competitors are all facing declining audiences. Viewership of Networks 7, 9 & 10, as well as the main public broadcaster the ABC, all fell over the past 18 months. It was only the smaller SBS which had a slight increase in viewership, according to Roy Morgan CEO Michele Levine.
The growth in Netflix’s potential audience is the result of strong growth of household subscriptions to the SVOD in 2017 with 2,981,000 Australian homes (31.8%) now subscribed, up from 1,713,000 homes (18.6%) in the March quarter 2016, Roy Morgan Research shows. In comparison viewership in an average seven days of market-leading Network 7 fell 2.3% to 64.4%. Network 9 was down 4.1% to 60.1% and Network 10 dropped 1.7% to 50.4%. The results for the Government broadcasters were mixed with viewership of the ABC down 3.3% to 56.3% while viewership of SBS rose 0.7% to 43.2%.
Currently, an estimated 7,558,000 Australians now have Netflix. In other words, about 37% of the population – and the streaming giant shows no sign of slowing down.
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