Netflix is the Number One Online Publisher for Kiwis

Posted by Anthony Ord on Mar 8, 2017 3:02:11 PM

We estimate, Netflix is already the number one publisher brand for time spent online by Kiwis. This explains why SKY / Vodafone merger was so vital for SKY TV and how good the SPARK / Netflix deal is for SPARK. To get an understanding of total time spent by publisher we calculated the SimilarWeb reported average monthly NZ visitors multiplied by the global average time spent on site. In total, 68M monthly visits generates an estimated 5.8 million monthly hours of online time.

   Media       Monthly Visits       Monthly Visits (%)       Ave Seconds       Monthly Hours       Time   
TVNZ 5,883,000 9% 208 339,907 6%
Newshub 2,140,000 3% 101 60,039 1%
Stuff 27,090,000 40% 255 1,918,875 33%
NZ Herald 20,030,000 30% 263 1,463,303 25%
Netflix* 12,525,570 19% 578 2,011,050 35%
Total 67,668,570 100%   5,793,173 100%

 *Global average viewing times


These figures exclude YouTube’s user generated content platform but if added You Tube would account for 85%+ share of online time due to having most visitors and the highest average (19+ minutes) time spent per visit.

Please get in contact with Anthony Ord at Acquire Online if you need further analysis.

Appendix: SimilarWeb data comes from four main sources: 1) A panel of monitored devices, currently the largest in the industry. 2) Local internet service providers (ISPs) located in many different countries. 3) web crawlers that scan every public website to create a highly accurate map of the digital world, and 4) Hundreds of thousands of direct measurement sources from websites and apps that are connected to us directly. This last source of data helps us to constantly improve our learning set, fine tune our algorithms and reach accurate estimations about traffic stats for ALL websites and mobile apps.