Original article by Roy Morgan
Market Research Update – Page: Online : 24-Jul-19
New research from Roy Morgan shows 13.355 million Australians now have access to either Netflix or Foxtel via a household subscription to either service equivalent to nearly two-thirds (64.4%) of all Australians aged 14+. Of the 13.355 million subscribers a majority of over two-fifths (62.6%) only have Netflix access, a further 23% (3 million) have access to both and 2 million (14.4%) only have Foxtel access. Michele Levine, CEO, Roy Morgan, says the tie-up between Subscription TV giants Foxtel and Netflix set to be announced today carries opportunities for both: "Enabling the 5 million Australians with household access to Foxtel to view the streaming service through their Foxtel IQ box is a solid defensive measure for Foxtel to help prevent existing subscribers ditching the service to move to cheaper alternatives and provides an extra incentive for new users to sign up. The more Foxtel can be regarded as the ‘gateway’ to video content from the likes of Netflix, and perhaps other rival services in future, the more access Foxtel will gain to detailed user data metrics that will help them tailor their services, and advertising, to individual viewing preferences and the more valuable their service will in turn be to advertisers looking for an audience."
ROY MORGAN LIMITED, NETFLIX INCORPORATED, FOXTEL MANAGEMENT PTY LTD