Streaming Wars: Netflix Reaches 2.2 Million Australians
By Alexandra Plesa | September 10, 2015
Netflix is still expanding in Australia, but its growth is slowing. Currently 855,000 Australian homes (9.3%) have Netflix — that’s over 2.2 million people 14+ with access to the US streaming giant, according to new research.
Although subscriber numbers for Netflix is still impressive, new data from Roy Morgan Research shows that the streaming giant’s growth is slowing. Netflix increased by 118,000 subscribing homes in August—the lowest net gain since its first full month of local operations in April. It’s the first time Netflix gained less than in the month before: it previously grew by 133,000 homes in May, 152,000 in June and 166,000 in July.
According to the same source, the number of Netflix homes doubled in the first two months, growing by 100% from 286,000 in April to 571,000 in June. But rising to 855,000 over the next two months means the growth rate halved to around 50%.
“These latest incoming subscription numbers, with a simple assessment at the change in growth rates since April, suggests Netflix is on track to reach 1 in 10 Australian homes in September, and to surpass the one-million-mark by October. Stan and Presto, meanwhile, are each in less than 1% of homes”, Tim Martin, General Manager – Media Roy Morgan Research, said.
Martin also mentioned that some of this lower net monthly growth would be due to homes discontinuing after the trial offers expire, or when they’ve watched about as much of the available content as interests them.
“The ‘no contract’ model means Netflix and other SVOD players including Stan and Presto need not only to attract but retain subscribers, who can effectively come in and out depending on when new shows or movies are loaded,” he added.