Netflix rockets towards one million households

Rachael Micallef
By Rachael Micallef | 15 October 2015
Netflix show: House of Cards

Netflix penetration has seen a boost in September, with the service now boasting that 968,000 households - or one in 10 - have signed up to the streaming video-on-demand (SVOD) service since it launched in March this year.

Netflix saw a boost of 113,000 sign-ups from 855,000 in August, according to research from Roy Morgan.

By demographic, 19.8% of so-called 'young couple' households are subscribed to the service while 18.9% of 'young singles' and 17.8% of 'young parents' have a subscription.

In older demographics, 15.3% of 'mid-life families' have Netflix and 9.4% of 'mid-life households.'

Meanwhile, the research suggests only 1.5% of older households have subscribed, which given Australia's older demographic profile, weighs down the overall figure.

Roy Morgan research's GM media, Tim Martin, said the adoption of Netflix continues to be strong.

“Netflix service adoption in households continues to grow at a rate in the double digits month to month,” Martin said.
“Netflix reaches 2.6 million Aussies aged 14+ (13.4%) in their homes, or on their mobiles and tablets.

“This ‘people’ rate is higher than the proportion of households. Simply, the homes more likely to subscribe to Netflix are those with more people in them, such as young singles or couples living in share houses or parents with kids.”

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