The number of Australian homes with a Netflix subscription rose again in September to 968,000 (10.5%), up another 113,000 from 855,000 in August, the latest subscription video on demand data from Roy Morgan Research shows.
The rapidly expanding net penetration of the US-based Subscription Video on Demand (SVOD) service has exceeded 100,000 Australian homes each month since launching locally in March. 2.63 million Australians 14+ now live in a home with a Netflix subscription—another 409,000 more than in August.
19.8% of Young Couple households are subscribed to Netflix, just ahead of 18.9% of Young Singles and 17.8% of Young Parents. But it’s not just younger households who have subscribed: nearly 1 in 6 Mid-Life Families have Netflix (15.3%) as do almost 1 in 10 Mid-Life Households (9.4%).
“Netflix reaches 2.6 million Aussies aged 14+ (13.4%) in their homes, or on their mobiles and tablets,” comments Tim Martin, General Manager, Media, Roy Morgan Research. “This ‘people’ rate is higher than the proportion of households because the homes more likely to subscribe to Netflix are often those with more people in them—such as young singles living in share houses or parents with teenage kids.”
Scott Murrow (AMC Networks) and Jamie Lennox (Hotwolf) are among the panellists that will be discussing ‘Monetising the Millennials’ at this year’s OTTtv World Summit (9th – 12th November 2015 Millennium Gloucester Hotel, London, UK).