Netflix has hit Eight per cent of Australian homes reaching 1.89 million people 14-plus in July, the latest monthly data from Roy Morgan Research shows.
Over one in three households now have some form of pay or subscription TV, up almost 30 per cent since the start of 2015.
At the start of 2015, the very idea of paying for TV content was practically synonymous with Foxtel. In January, 95 per cent of the 2.4 million homes with Pay/Subscription TV market had Foxtel, and just 5 per cent used only another service such as Fetch or Presto.
Enter Netflix, which has grown to 737,000 household subscribers in July. Netflix is expanding the category by luring new customers to paid/subscription TV—now in almost 3.1 million homes. So while Foxtel’s share has fallen dramatically to 76 per cent, the size of its customer base is almost unchanged (2,346,000).
In July, 7.3 per cent of Foxtel’s homes (171,000) were also subscribing to Netflix—a rate not much below the national Netflix take-up of 8.0 per cent of households. The consistent number of Foxtel homes suggests that many of its customers are, for now at least, trialling Netflix as an add-on their main Pay TV provider.
Estimated number of Households with Pay/ Subscription TV service
Source: Roy Morgan Single Source, January 2015 n = 4,031 and July 2015 n = 5,056 Australians 14+.
Tim Martin, general manager – media, Roy Morgan Research, said: “Our ongoing month-by-month research is already giving some early indications of the newly competitive pay TV marketplace.
“For many years prior to the arrival of Netflix, total uptake of pay or subscription television had remained steadily in the region of 25-30 per cent of households, unable to break through to a wider audience. Clearly, there was plenty of space for the market to grow.
“In just four months, Netflix has expanded the total market up to over a third of all homes. So far, it appears Foxtel hasn’t been damaged by the arrival of Netflix. It may turn out to be that the two are not direct competitors after all: Foxtel subscribers will view Netflix as an add-on provider, and non-subscribers were never going to get Foxtel anyway.
“As our sample of subscribers grows, we will be able to dig deeper and deeper into the underlying differences between the target audiences and uptake of Foxtel, Netflix and other providers.”
Looking to entice a more progressive audience into the Coopers family, Australia’s largest independent brewery has released a limited edition Hazy IPA. The product has launched via a national OOH and digital campaign in collaboration with Melbourne creative agency, TABOO. TABOO is behind the exciting new illustrative can design, inspired by the Australian landscape. The […]
Ben & Jerry’s has unveiled their latest limited-edition flavour: Unfudge our Future, to urge Australia’s leaders to tackle climate change by making fossil fuels history. The launch aligns with the Federal Government’s preparation of a history-making economic reboot in the upcoming October Budget, with Ben & Jerry’s joining forces with 350.org Australia and the Climate […]
BRITA Australia is today proud to reveal its latest national campaign, ‘Get Your Jugs Out’, starring Australian comedian, Celeste Barber. The quirky campaign encourages Australians to make the switch from bottled water to great tasting filtered tap water, using a BRITA filter jug at home, with the creative brought to life with Celeste’s cheeky, yet relatable sense of humour.
Twitter is saying ‘bye to the reply guys’, allowing users to control who can reply to their Tweets. ‘Reply guys’ have long been an issue on the social media app, where users (often anonymous) frequently comment on posts in an annoying, condescending or otherwise unsolicited manner. Twitter first put these users on notice in May […]
The Virtual Conference Network, an Australian-founded disruptive alternative to video conferencing, has today launched to provide risk mitigation, improved flexibility, new post-event revenue streams, and optimal cost-effectiveness to conference organisers, business leaders and peak bodies. With over 20 years of first-hand experience with the high-risk and costly ways of delivering traditional conferences, co-founders Alex Paine […]
Medallia has appointed Heather Paterson as its new ANZ country manager to drive further growth across Australia and New Zealand. With a strong sales performance and leadership background, Paterson joins Medallia as ANZ country manager following more than seven years with leading SaaS financial technology provider, Intralinks, where she was most recently director for Asia […]
Integral Ad Science (IAS) today announced the launch of “Channel Science”, an industry-leading partnership between Channel Factory and IAS. The Channel Science solution helps advertisers to leverage both companies’ technologies through a single product to ensure their YouTube campaigns are brand-safe, brand-suitable, and performance-optimized. More than ever before, advertisers are searching for ways to streamline their media buying and improve […]