ACMA: 14% of Australians use Netflix

An estimated 14% of adult Australians, some 2.5 million people, used Netflix to stream TV shows or movies in the six months to June2015, according to media regulator the ACMA.

Research by the Australian Communications and Media Authority said that after launching in March, Netflix now accounts for “the majority of SVoD services used in Australia” – edging out competition from other new entrants like Presto TV and Stan.

“Amongst SVOD users, 78% used Netflix Australia in the six months to June 2015, and 88% in the past seven days at June 2015,” said the ACMA, after surveying 1,505 Australian adults in May and June about their use of SVOD services.

Overall, the ACMA found that an estimated 3.2 million adult Australians (17%) watched SVOD content in the six months to June 2015, and 2.2 million (12%) did so in the last seven days as of June 2015.

“Subscription video on demand is growing rapidly in Australia, becoming an increasingly popular way to watch video content,” said the ACMA – particularly among younger people.

The survey found that 33% of those aged 18 to 34 watched video content via an online subscription service in the six months to June 2015, compared to 11% of those aged 35 and over. Meanwhile, 34% of people living in a household with children were SVoD users, compared to 17% of those who live in a household with no children.

In total people aged 18-34 accounted for 58% of all SVOD users. They also watched 9.9 hours on average of SVOD content in a week – almost double the 5.2 hours on average of those aged 35 and over.

The study said that people were more likely to be SVOD users if they fit the following demographics: are aged between 18 and 34; work full-time; have a degree; live in a household with children; have an income of A$100,000 per year; or own an Apple TV.

“Streaming services allow a user to watch video content on their own terms—at any time that suits. Almost half of SVOD users (49%) reported this as one of the main benefits of accessing video content online, as compared to watching content on pay TV or free-to-air television,” said the ACMA.

The news was in effect backed up by Stan’s director of content Nick Forward, who reportedly told delegates at Melbourne conference: “I think I underestimated the strength of Netflix as a brand both locally and the existing brand before it launched (officially) here.”