More than two million Australians have signed up to Disney’s new streaming service four months after its launch. Back in 2015, it took Netflix six months to attract over 2 million customers when it launched locally.
The new data comes from Roy Morgan Single Source, a comprehensive consumer survey, derived from in-depth interviews with over 50,000 Australians each year.
According to Roy Morgan Research, Netflix has extended its lead as by far the nation’s most watched subscription television service in the March quarter 2020, with 12.59 million Australians having access, an increase of 1,068,000 on a year ago. It is followed by Foxtel (including Kayo Sports) on 4.87 million (+63,000) and Stan on 3.72 million (+953,000).
The small increase in viewership for Foxtel is entirely due to the strong performance of their sports-centric streaming service Kayo Sports which attracted 704,000 viewers by March 2020, up by 530,000 on a year ago.
Disney Plus is placed fourth, ahead of Amazon Prime which has 1.6 million subscribers (+1,017,000) and YouTube Premium on 1.47 million (+161,000).
The data shows Australians are likely to pay for more than one video subscription. When it comes to multiple subscription television services, Netflix plus Stan is the most popular combination with over 3.4 million Australians having access to both just ahead of Netflix plus Foxtel (3.1 million).
Roy Morgan CEO Michele Levine noted the growth of subscription television services in Australia sped up in March as the nation entered a period of lockdown.
“In the year to March 2020 an additional 1.05 million Australians gained access to a subscription television service in their household. This is a larger annual increase than we reported a month ago. In the year to February 2020 the annual increase had been 893,000,” Levine said.
This week Foxtel launched Binge, a new streaming service beginning at $10 a month.
“The latest results show there are millions of Australian households with two, or three, or even more subscription television services. Foxtel’s launch next week of a new cut-price streaming service to go head-to-head against Netflix, Stan and Disney Plus does raise the risk of ‘cannibalising’ Foxtel’s existing revenue streams, but also sets Foxtel up take a share of the growing market of consumers increasingly gravitating towards low-cost services that offer extensive and deep catalogues.”