Netflix is far and away the leader of the subscription streaming video market in Australia, even going on last month’s figures. This month, the picture is even even clearer — almost one and a half million Australians subscribe to Netflix, in over 500,000 households around the country.
iiNet is a huge contributor to the early success of Netflix in Australia, with 113,000 households using iiNet as their ISP and being signed up to Netflix — that quota-free streaming must be an attractive proposition. 6.1 per cent of all Australian homes have a Netflix account, and if the incomplete penetration of fixed-line broadband is taken into account that number rises to 8.4 per cent. On the brand new, high speed NBN, almost 10 per cent of households have Netflix access.
Telstra has the most Netflix homes of any ISP — 142,000 households, a full 25 per cent of the Netflix household subscriber base. iiNet is second with 20 per cent, Optus isn’t far behind on 18 per cent, and TPG is fourth with 8 per cent. The numbers also paint a very interesting picture, though, in that the 1.5 million figure isn’t technically subscribers, but just the individuals within those 559,000 homes using the Netflix service.
Of course, having launched after both Stan and Presto, Netflix could still be riding high on a wave of user goodwill and a relatively high proportion of free month-long trial accounts. But the distance between it and its other competitors is enormous; even if Presto grew at the same rate since Roy Morgan’s last poll, Netflix would still have ten times the subscribers of its closest rival, and four times the subscribers of Presto, Stan, Quickflix and Foxtel Play combined.
Here’s the raw data, collected by Roy Morgan’s Single Source research with a sample size of 2208 Australians aged above 14:
Disclosure: Stan is a 50/50 joint venture between Nine Entertainment and Fairfax Media. Allure Media, the company which publishes Gizmodo Australia, is also owned by Fairfax.