Netflix Audiences Increase Sharply Across Digital Devices: Nielsen Data

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Audiences are flocking to Netflix with a significant increase in unique audiences visiting the Netflix website or app using a digital device, according the latest data from Nielsen. Unique audiences accessing Netflix via a desktop/laptop, smartphone or tablet have increased to 3.6 million (+48 per cent) during December 2016 compared to same period in 2015.

In 2016, of the 7.1 million Australians using SVOD services, 2.8 million were Netflix subscribers or users.

Monique Perry, head of media at Nielsen, said that the majority of this year-on-year growth was driven by increased access via smartphone: “We saw a huge increase of 82 per cent in those accessing the Netflix services via smartphones.

“For SVOD providers to effectively operate in this space it is paramount that they really understand how consumers are adopting, interacting and using devices.

“Our data shows that Netflix users are predominately young and affluent and prefer to spend more on higher quality products to maintain the image they wish to convey.”

Compared to population, Netflix users or subscribers are 89 per cent more likely to be 18-24 year olds. There is also a skew to young professionals aged 25-29 years living in households with an average income of $102,000 well above the national average of $88,000.

“Our research shows that Netflix users and subscribers are more likely to be trendsetters and opinion leaders within their social circles. They are seeking new experiencers and want to keep up with the latest trends and fashions,” added Perry.

Children are also influencing the uptake of Netflix with users and subscribers 22 per cent more likely than the rest of the Australian population to have children with one out of every two having young children (under the age of 13) in the home.

“Netflix has seen rapid growth since launching in Australia two years ago. Whether this is due to low cost, ease to access or a large selection of content – it’s important for marketers and advertisers to understand the unique Netflix audience,” said Perry.

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barina Bloke Chief Digital Officer einsights

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