Video Streaming Subscribers Analysis of Netflix, Stan and Foxtel Audiences
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.
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