Three months into its local launch, Netflix was already reaching 398,000 Kiwis 14+ (10.9%), new subscription video on demand (SVOD) data for New Zealand from Roy Morgan Research shows.
In research undertaken throughout April to June 2015, 164,000 New Zealand homes (9.4%) had a Netflix subscription. This proportion is slightly lower than the per-person rate because the households that have been quickest to sign up to the US-based streaming giant (such as families, young couples and singles living in share-houses) often contain more people.
Young Couple households are the most likely to have Netflix (16.9%) , just ahead of Young Parents (16.0%) and households comprising Young Singles (14.3%). Mid-Life Families have also been more likely than average to subscribe (11.7%).
Much less likely to have subscribed to Netflix (so far) are Mid-Life Households (3.6%) and Older Households (3.7%)—the vast majority of which house just one or two Kiwis.
Proportion of NZ Households (and number of New Zealanders) with Netflix
Source: Roy Morgan Single Source New Zealand, April – June 2015, n = 1,721 New Zealanders 14+
John La Rosa, General Manager Client Services - ANZ, Roy Morgan Research, says:
“As has been the case around the world, including Australia, New Zealand’s uptake of Netflix has been swift. These results, compiled over the first three months since Netflix landed, show that almost 400,000 Kiwis already have access to the 164,000 household subscriptions.
“Over half of New Zealand homes already have Sky, but that hasn’t stopped them from adding Netflix to their Pay TV mix—the rate of Netflix uptake among households with Sky has been virtually identical to the national norm of just under 1 in 10.
“As new data comes in, we’ll be monitoring the trend in SVOD uptake across providers, and exploring the impacts on traditional media consumption.”
Roy Morgan Research
Roy Morgan Research is Australia’s best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
P: 03 9224 5332