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So Far It’s Been “A One-Sided Battle”: Netflix A Clear Early Leader In Streaming Market

So Far ItRoy Morgan data shows that by May Netflix had secured 1,039,000 subscribers, more than three times that of Presto, Stan, Quickflix and Foxtel Play combined.

By comparison, 97,000 Australians were subscribed to Presto, 91,000 to Stan, 43,000 to Quicklix and 40,000 to Foxtel Play, Foxtel’s non-contract streaming service.

While Netlix is the clear early leader, Tim Martin, Roy Morgan Research general manager – media, noted early research “also shows that the war’s far from over, especially when it comes to Foxtel”.

“Over 5 million Australians live in a household subscribed to Foxtel, whether directly or as bundled with other services through a telecommunications provider such as Telstra or Optus – and this currently includes around 300,000 Netflix subscribers,” Martin commented.

“Are they adding Netflix, and planning to keep Foxtel, too? Or were they holding on to Foxtel until Game of Thrones wrapped up season five last week?”

Martin noted Netflix’s dominance is clear in the SVOD space, with up to half of all Stan, Quickflix or Presto subscribers also subscribed to Netflix, with subscribers potentially assessing their options while accessing free content for a month across different platforms.

It, however, might not be “an either-or proposition”, he added.

“As each has different content available, many Australian TV lovers may choose to subscribe to multiple SVOD providers, switching between Orange is the New Black on Netflix, Better Call Saul on Stan, the HBO back catalogue on Presto and a new release movie (or delayed Game of Thrones marathon) on Quickflix,” Martin commented.