Netflix Growth in Australia Slowing, Research Shows

The Get Down Sizzle - Netflix Screen Shot- H 2016
Courtesy of YouTube/Netflix

The streamer still has a substantial lead over its local rivals.

Netflix’s growth in Australia slowed in the three months to Dec 31, according to new estimates by local market researchers Roy Morgan Research.

At the end of 2015, the streaming giant had over 1.035 million homes subscribed, with the number of users estimated at 2.73 million. Growth had tapered off substantially from 30 percent month-by-month growth during the six months since the service launched at the end of March.

“Netflix has clearly enjoyed remarkable growth during its inaugural year in Australia, [but] recent slowdown in net monthly increases indicates [there-sic] it will take longer to become truly mainstream," said Tim Martin, general manager of media at Roy Morgan Research.

“Our Technology Adoption Segments show that early adopters, tech-savvy professionals and engaged young social networkers have been the quickest to subscribe to Netflix — and it could take a while longer for the idea of subscription video to gain a foothold among older tech explorers, technology traditionalists and technophobes,” he added.

By contrast, Stan, the local streaming service jointly owned by Nine Entertainment Co and Fairfax Media, enjoyed good growth during the same three months and will pass over  700,000 subscribers when it celebrates its first year on air on Jan 26, according to Fairfax Media newspaper the Australian Financial Review.

Netflix does not provide country-by-country breakdowns of subscriber figures. All figures do not break out paid for and trial subscriptions.