Netflix Dominating SVOD Down Under16 Nov, 2015 By: Erik Gruenwedel
Netflix launched service in Australia at the end of March. Yet, an estimated 2.5 million adult Aussies (14%) used Netflix to stream TV shows or movies in the six months through June 30, according to new data from Australian Communications and Media Authority (ACMA). Among subscription streaming users, 78% used Netflix in the first half of 2015, and 88% in the last week of June.
ACMA surveyed 1,505 Australian adults from May 21 to June 9 about their SVOD use.
The first three months of the year saw SVOD’s earnest arrival down under following launches of Presto, Stan and Netflix, in addition to the existing by-mail/streaming Quickflix service.
The survey found that an estimated 3.2 million adults (17%) watched SVOD through June, and 2.2 million (12%) in the last seven days of June.
Young, Educated, Mobile and Affluent
While 21% of survey respondents cited price as a key attraction to SVOD, most users are young (18–34 years old), work full-time, have a college degree, live in a household with children, have household income of more than $100,000 (Australian) annually, and own an Apple TV.
Almost half of SVOD users (49%) said watching content on their time schedule is one of the main benefits of accessing video content online, compared with watching content on pay-TV or free-to-air television. Greater choice of content (44%) was runner-up.
Interestingly, SVOD users are more likely than non-users to recognize the benefits of streaming video on-demand, compared with 30% of all adults.
The majority of SVOD users (78%) said they are satisfied with the technical quality of online video content. Another 40% reported being ‘very satisfied’ and 38% are ‘somewhat satisfied.’
While satisfaction with the technical quality of online content is high, 55% of recent SVOD users experienced technical problems associated with viewing online video content during a seven-day period in June.
The TV is the most popular screen (59%) used for streaming video content. The next most popular device is a desktop or laptop computer (41%), followed by a tablet (21%) and a mobile phone (12%).
More than 44% of recent SVOD users spent more than five hours watching video content in the past week.