Video Streaming Subscribers Analysis of Netflix, Stan and Foxtel Audiences
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Video Streaming Subscribers Analysis of Netflix, Stan and Foxtel Audiences The rapid rise of entertainment on demand has left Australia ‘streaming’ with video subscription options. Netflix and Stan have been the key players in the market, but they have recently been challenged by Foxtel Go, which replaced Foxtel Play in an attempt to both attract new customers and keep customers looking to cut the cord. This report will look at the size, demographic makeup and overlap of the audiences behind these three on-demand services. Audience Sizing It’s not a surprise that Netflix looms large in the streaming subscription industry, with a little over 3 million Aussies using the on-demand entertainment service, and an audience 5.4 times larger than nearest rival Stan. 5.4x Larger than Stan’s Audience 3,069,529 3,510,000 3,010,000 2,510,000 2,010,000 1,510,000 1,010,000 560,192 510,000 43,387 10,000 *12 weeks ending 28/10/17, Unique Users visiting login pages via a web browser (excludes app data). How Loyal are Subscribers? Analysing Audience Overlap With the variety of streaming services available choosing just one can be difficult, especially if your current service doesn’t have the show you are dying to see. Using AudienceView data we can understand the exclusive versus overlapping audiences using these services. Looking at the people who log in to each service highlights; • 77% of Stan’s subscribers ALSO logged in to Netflix (428k people) • 14% of Netflix’s subscribers ALSO logged in to Stan • 51% of Foxtel Now’s subscribers ALSO logged in to Netflix (22k people) • 17% of Foxtel Now’s subscribers ALSO logged in to Stan (7k people) • 6k people logged in to all three services Overlap 100% 1.34% 77% Overlap 17% 100% 51% Overlap 14% 0.72% 100% * Read along the horizontal row to establish the % overlap with each competitor brand. The diagram below visualises the overlap of people logged in to each service. 428,739 6,119 22,083 7,489 *12 weeks ending 28/10/17, Unique Users visiting login pages via a web browser (excludes app data). Subscribers or Just Visiting? Stan vs. Netflix After we have measured audience overlap, we can break down the Stan and Netflix visitors by people who logged in to the service vs. those that visited without logging in. Consumers that didn’t login represent potential customers who can be targeted through the help of AudienceView. Audience Size 3,385,765 Of the audience visiting Netflix, only 9% didn’t log in. This shows Visited Netflixand logged in Visited Netflixand did not log in that most people are already subscribers. 91% 9% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Looking at the audience visiting Audience Size 829,060 Stan, 32% didn’t log in. This suggests that more consumers are Visited Stan and logged in Visited Stan and did not log in reviewing their offering. Stan has a valuable opportunity to target and convert new customers. 68% 32% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% *12 weeks ending 28/10/17, all visits via a web browser vs those that went to the login page (excludes app data). Demographics by Brand Looking at how these three audiences index for Gender, Age and State variables compared to the average online population helps us understand where their strengths lie. • All three brands over-indexed for visits from ACT and 18-24 year olds, but Stan saw the biggest skew towards the youngest demographic. • Foxtel Now over-indexed for visits from WA and SA versus its rivals. • Men over-indexed most on Foxtel Now, whilst females over-indexed most on Stan. How do the three brands index for key demographics? Male 94 109 98 Female 107 90 102 NSW 101 95 100 VIC 109 95 100 QLD 96 96 98 WA 87 118 102 SA 98 118 94 All brands over- TAS 84 93 108 indexed for 18-24 year olds and ACT 120 145 134 visits from ACT. 18-24 125 109 119 25-34 104 104 101 35-44 94 101 94 45-54 86 87 91 55+ 96 99 99 People aged 55+ under-indexed less than those aged *12 weeks ending 28/10/17, visits to the login pages via a web browser (excludes app data) vs. the online population. 45-54. This could be an untapped segment to target more, particularly for Netflix and Foxtel. Foxtel Now – Spotlight Especially for a newly launched provider like Foxtel Now, understanding the online preferences of their subscribers and where else they visit online can support strategic planning to grow their audience. The sites below are a selection of those that their audience is more likely to visit. These brand preferences can inspire content ideas, reveal potential advertising partners and inform programmatic advertising. Which sites over-indexed for Foxtel Now’s subscribers? 63% MORE 2.3X MORE 26% MORE 30% MORE 6X MORE 86% MORE 3.5X MORE LIKELY LIKELY LIKELY LIKELY LIKELY LIKELY LIKELY *12 weeks ending 28/10/17, all visits via a web browser to Foxtel Now (excludes app data) vs the online population. Foxtel Now App Performance With the recent introduction of app install data into AudienceView, we are now able to show how apps are performing across the Apple and Play stores. Over one month Foxtel Now received 44k installs vs over 433k for Netflix. Netflix and Stan can use this data to monitor how effective Foxtel Now is at recruiting new subscribers, and to track whether a particular campaign has a direct impact on installs. Week on week Installs 14,000 13,176 10,943 12,000 10,791 9,274 10,000 8,000 6,000 4,000 2,000 0 7 Oct 17 9 Oct 17 11 Oct 17 17 Oct 21 Oct 17 15 Oct 17 13 Oct 17 19 Oct 17 27 Oct 17 27 23 Oct 17 29 Oct 17 *4 weeks ending 28/10/17, app installs combined from the Apple and Play Stores. Want this audience data for your brand? LET’S TALK For more information visit us at: www.hitwise.com.