One in ten households now have Netflix

It has only been officially available since March, but according to data released by Roy Morgan, it appears that the Netflix streaming service has already captured 2.63 million Australians – approximately 10% of the population.

Research undertaken this month found that more than 100,000 households across the country are signing up to Netflix each month. Young couple households are the most likely to have Netflix (19.8%) , just ahead of young parents (17.8%) and households comprising young dingles (18.9%), according to Roy Morgan. Mid-life families have also been more likely than average to subscribe (15.3%).

“Netflix service adoption in households continues to grow at a rate in the double digits month to month. These latest September figures show the number of subscriptions up 13% (over 113,000 more homes) since August, which was up 16% from July,” said Tim Martin, General Manager – Media, Roy Morgan Research.

“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 because the homes more likely to subscribe to Netflix are often those with more people in them—such as young singles living in share houses or parents with teenage kids.

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When did you become a fan?

Netflix analysed its global streaming data across the inaugural seasons of some of today’s most popular shows – both Netflix original series and shows that premiered on other networks – looking for signals that pointed to when viewers became hooked. While it differed from show to show, it seems to be around Episode 3 or 4 when a fan is made. Interestingly, Australians take longer than people from many other countries to become hooked on a show, not becoming a “fan” until one or two episodes after other countries.

“Given the precious nature of primetime slots on traditional TV, a series pilot is arguably the most important point in the life of the show,” said Ted Sarandos, Chief Content Officer for Netflix. “However, in our research of more than 20 shows across 16 markets, we found that no one was ever hooked on the pilot. This gives us confidence that giving our members all episodes at once is more aligned with how fans are made.”

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