Global online video streaming giant Netflix is estimated to have reached and then surpassed one million Australian subscribers by the end of 2015.

The claim comes from the latest single survey data which notes there was a 13.9 per cent increase in the latest quarter in the number of homes reporting having added the subscription video on demand service (SVOD), giving it a reach of more than 2.7m Australians.

Roy Morgan did not provide data on rival SVOD services Presto and Stan – both of which have consistently refused to provide any breakdown of either active paid subscriptions.

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Netflix launched its Australian offering in March 2015 and experienced strong growth across the market throughout the year.

According to the research company, growth slowed in the final quarter of 2015, with Tim Martin, general manager of media at Roy Morgan Research, saying in a statement: “Netflix has clearly enjoyed remarkable growth during its inaugural year in Australia”.

“However, the recent slowdown in net monthly increases indicates it will take longer to become truly mainstream.

“Technology Adoption Segments show that early adopters, tech-savvy professionals and engaged young social networkers have been the quickest to subscribe to Netflix – and it could take a while longer for the idea of subscription video to gain a foothold among older tech explorers, technology traditionalists and technophobes.