The number of Australian homes with a Netflix subscription rose again in September to 968,000 (10.5%), up another 113,000 from 855,000 in August, the latest subscription video on demand data from Roy Morgan Research.
“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.” Tim Martin, General Manager – Media, Roy Morgan Research commented.

Mr. Martin went on to explain that 19.8% of Young Couple households are subscribed to Netflix, just ahead of 18.9% of Young Singles and 17.8% of Young Parents. But it’s not just younger households who have subscribed: nearly 1 in 6 Mid-Life Families have Netflix (15.3%) as do almost 1 in 10 Mid-Life Households (9.4%). However just 1.5% of Older Households have so far subscribed to Netflix. He went on to add that since there are more of these households than any other type, the small penetration within this group weighs down the overall figure. If we exclude these Older Households—for whom SVOD is barely on the radar—Netflix can be seen in 1 in 7 younger and mid-life Aussie homes (14.4%).

“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.” Mr. Martin commented “The media is reporting today that Optus is to again offer 6 months of free Netflix to new broadband customers, a repeat of its partnership when the service first launched locally in March. With Telstra TV imminent and TPG becoming Australia’s second-biggest internet service provider with its takeover of iiNet, Optus is clearly hoping its partnership of Netflix will give it a boost in the broadband market.”