Study: 14M Aussies Have A Pay TV Subscription, As Netflix Passes The 11M Mark

Study: 14M Aussies Have A Pay TV Subscription, As Netflix Passes The 11M Mark
SHARE
THIS



Nearly 14 million Australians now have access to some form of pay TV/subscription TV, up 11.8 per cent on a year ago new research by Roy Morgan has found.

And it’s not just Netflix driving the increase with large year-over-year increases for several SVOD services including Netflix, Stan, YouTube Premium and Amazon Prime Video.

Over the last year Netflix has continued to lead the growth of Subscription Video on Demand (SVOD) services with over 11.2 million Australians in the three months to February 2019 now having a Netflix subscription in their household, up by 25.2 per cent on a year ago.

The leading Australian-owned SVOD is Stan which is now accessible by over 2.6 million Australians up an impressive 45.2 per cent on a year ago.

Smaller SVOD services including YouTube Premium (formerly YouTube Red), Fetch and Amazon Prime Video also experienced significant increases in users over the last year.

YouTube Premium (formerly YouTube Red), now has over 1.2 million users, up 31.9 per cent on a year ago and Fetch now has nearly 760,000 users, up by nine per cent on a year ago.

However the largest increase was for Amazon Prime Video which more than doubled its user base over the last year by 116.7 per cent to over 570,000.

Australian household users of pay TV/subscription TV services – three months
to February 2019 cf. three months to February 2018

7912-Netflix-Foxtel-Stan-Fetch-YouTube-Amazon-01

Commenting on the findings Roy Morgan CEO Michele Levine said: “Pay TV/Subscription TV services are an increasingly competitive marketplace in Australia. Going forward the battleground will be content and cost. To charge for a service there needs to be unique valued content e.g. live sport. Just this week we have learned that Australia’s leading football code the AFL has been approached by well-known global streaming giants about acquiring the rights for the AFL when the next rights deal begins in 2023.

“Foxtel has recently launched its own live-sport streaming service Kayo Sports which now reaches over 150,000 Australians only a few months after being launched. The AFL & NRL seasons which are now beginning will provide a significant boost to Kayo Sports’ subscriber numbers.

“Before the advent of Streaming Video on Demand services Foxtel enjoyed the benefit of inertia – but Australians are a mobile lot and Roy Morgan data shows around 1-in-6 Australians move house every year – and when we move house we make decisions about landlines, energy suppliers and Foxtel subscriptions.

“In its early days Foxtel was also being driven by families with children – with extra content focused on kids programs and educational programs etc. Now young people have so many more options they aren’t one of the factors pushing their parents to have Foxtel.

“One factor that remains in Foxtel’s favour is its almost ubiquitious use in pubs, clubs, hotels and other outlets around Australia for watching sport. These Foxtel subscriptions which may number in the hundreds of thousands are not captured in the Roy Morgan consumer data which concentrates on households. Many Australians who watch sport on Foxtel in pubs and clubs around Australia are themselves not subscribers to Foxtel although they do consume Foxtel outside the family home.”

 

Please login with linkedin to comment

Netflix Roy Morgan

Latest News

“We’re In Big-Bang Readiness”: Flight Centre To Ramp Up Media Buying Activity
  • Advertising
  • Marketing
  • Media

“We’re In Big-Bang Readiness”: Flight Centre To Ramp Up Media Buying Activity

Flight Centre Travel Group is anticipating some of its biggest years of growth as Australia’s vaccination rollout gains momentum, travel restrictions ease and international borders start re-opening. With travel industry leaders forecasting unprecedented demand for both domestic and international travel as the world moves into a phase of post-COVID management, Flight Centre Australia general manager […]

Acast Announces New Podcast ‘The Elements’
  • Media

Acast Announces New Podcast ‘The Elements’

From the audio producer of The Teacher’s Pet comes The Elements, a new Acast Creator Network podcast hosted by Thredbo survivor Stuart Diver. The Elements is a  podcast that journeys into the heart of surviving a natural disaster and will be hosted and distributed by the creator-first podcast company Acast as part of the Acast Creator […]

Herd MSL Announces Foxtel Account Win
  • Advertising
  • Marketing

Herd MSL Announces Foxtel Account Win

Comms agency Herd MSL announces Foxtel win. Forgoes office party poppers on account of the new $1300 Dyson cordless vac.

DoubleVerify Launches Enhancements To Brand Safety And Suitability Solution
  • Technology

DoubleVerify Launches Enhancements To Brand Safety And Suitability Solution

DoubleVerify has today announced enhancements to its brand safety and suitability solution that include the introduction of DV’s Brand Safety Floor as a turnkey option, extending Brand Suitability Tiers on YouTube, and more. Available to both advertisers and publishers since January 2021, Brand Suitability Tiers allow brands to align suitability settings with their own unique standards, […]

Aimee Buchanan Lands GroupM CEO Job
  • Media

Aimee Buchanan Lands GroupM CEO Job

Aimee Buchanan quits OMD to take up GroupM CEO role. Leaving gift ideas include mounted moose head & ALDI traffic cones.

Retired Marketing Man Andrew Piccoli Speaks About His Children’s Book ‘Dexter The Dahu’
  • Marketing

Retired Marketing Man Andrew Piccoli Speaks About His Children’s Book ‘Dexter The Dahu’

Andrew Piccoli spent his career overseeing some of Australia’s most memorable ad campaigns. Now, he has turned his attention to a particular area of passion: children’s literature. Now retired, Piccoli spent the COVID-19 lockdown writing the story of Dexter the Dahu for children aged between five and nine. He has donated a copy of the charming […]