Despite a publicity drive in the wake of its launch in 130 markets worldwide at the start of the year, 45% of people in the Asia Pacific region are unaware of the launch of Netflix in this region, according to a survey by YouGov.
But of those who are, around three in five (63%) say that they think Netflix will have a positive impact on the media industry and pay-TV due to increased competition.
Netflix is said to be mainly welcome in APAC, particularly in the Philippines, but the least welcome in Hong Kong, the study of consumers in Australia, China, Hong Kong, Indonesia, Malaysia, the Philippines, Singapore and Thailand found.
Only three in 10 people in China, where Netflix has yet to officially launch, have heard of the brand launching in Asia, but that proportion is much higher in Australia (60%), where Netflix launched in May 2015 and more than a third (34%) of Australians are already subscribers.
Regionally, 11% of respondents said they have subscribed to Netflix, 35% say they are not sure if they will subscribe and more than a quarter (26%) said they won’t.