Netflix hasn’t offered its streaming video service in Australia for very long, but it already reaches a lot of viewers, according to a study by Roy Morgan Research. After rolling out the subscription video-on-demand service in April 2015, by May, the audience had climbed to over 1 million people in some 408,000 households.
That put competing services to shame, with the largest, Presto, offered by Foxtel Play and Seven West Media, reaching just 97,000 customers. Quickflix, which has just 43,000 subscribers, started out as a DVD-by-mail subscription service, just like Netflix, but clearly hasn’t seen the same level of uptake in the streaming space.
“It’s so far been a one-sided battle,” Roy Morgan Research general manager Tim Martin said in a statement. “But our early research shows that the war’s far from over, especially when it comes to Foxtel.”
According to Nielsen, digital VOD viewer penetration among internet users in Australia was 55% in December 2014?before Netflix streaming services were available in the country. The highest penetration, 73%, was among 16- to 24-year-olds, while 42% of the population ages 60 and older watched digital VOD.
