A new study into the SVOD habits of Australians has found that 59.1 per cent of Australian homes now have at least one of the services, compared to 34.3 per cent who have pay TV.
The study by Ampere Analysis found that Netflix continues to dominate the sector, with nine out of 10 SVOD users subscribing to it. Stan was a distant second with 28 per cent and Foxtel Now was third at 23 per cent.
SVOD take-up in Australia has soared by more than eight percentage points from this time last year.
Australia now has the fastest SVOD take-up rate of anywhere in the world, while we rank fifth globally with the proportion of households with a service.
The Danes are the biggest watchers of SVOD with 71.4 per cent of households subscribing to one. They were followed by the US (71.4 per cent), Sweden (69.6 per cent) and the UK (60 per cent).
The study also found that 93 per cent of Stan subscribers and 88 per cent of Amazon Prime subscribers also have Netflix.