Netflix Australia Tops 11.6 Million Subscribers

Netflix has more than 11.6 million subscribers in Australia — four years after launching service in a country of 24 million pe0ple. That tally is up nearly 18% from a year ago, according to new data from research firm Roy Morgan.

Nearly 14 million Aussies (age 14 and above) now have access to pay-TV or subscription video-on-demand, which is up nearly 8% from last year.

Leading Australian-owned SVOD service Stan has about 2.9 million subs, up more than 43% from a year ago.Rival services include Amazon Prime Video (+130.7%), YouTube Premium (+37%) and Fetch (+20.9%).

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New Foxtel-owned sports streaming service Kayo Sports has more than 300,000 subs after just six months of operation.

Roy Morgan CEO Michele Levine says more than two-thirds of Australians now have access to SVOD services in their households – driven largely by the services’ lower monthly cost compared to the traditional pay-TV bundle.

“The results indicate that the low monthly prices for the new subscription services led by Netflix are driving take-up across traditional demographic boundaries, while the higher cost of a full-bundle service from Foxtel is generally favored more by larger family units,” Levine said in a statement.

“Netflix has undoubtedly been a star performer since launching in … a market with a proliferating array of choices for the consumer. It will be more important than ever for existing and new streaming services to correctly identify which genres will appeal to the widest possible audiences.”