Netflix remains the #1 streaming service in Australia – The Hollywood Reporter

Netflix has maintained a significant subscriber lead over rivals Disney+ and Amazon Prime Video in Australia, Asia Pacific’s most mature online video market. Increasingly, however, all of the platforms below are moving towards a new top return metric rather than mere subscriber growth.

A new report from regional consulting firm Media Partners Asia shows Australia had 22.1 million premium video subscribers as of the end of August, up from 19.4 million at the same time in 2021. Netflix accounts for 30 % of the pie, according to the MPA, with Disney+ and Prime Video each holding 17% market share. Local operators Foxtell OTT bundles (including Kayo, Binge and Foxtel Now) and Stan followed with 12 percent and 11 percent shares, respectively.

“As the Australian SVOD market matures, platforms are increasingly focused on monetization. Netflix, Binge, Kayo, and Stan have all raised prices over the past year and lower cost, ad-supported levels are expected from Netflix, Disney+ and potentially Amazon as platforms look to open up new platforms. new revenue stream,” said Vivek Couto, chief executive officer of MPA.

Competition has also begun to occur with local Australian streaming operators. Stan’s market share, now fully controlled by Australia’s Nine Entertainment, has seen its share of streaming minutes drop from 18% in 2021 to 8% in August this year, as competition for for the US TV series first window increases in the context that Disney and Paramount are holding back exclusive rights to their content.

Couto said the dynamics of change”[place] Pressure is on local general entertainment platforms Stan and Binge to secure hit TV series, while Stan and Foxtel’s Kayo continues to leverage mainstream sports to boost average revenue across the board. per user”.

MPA research shows that there is a significant difference between subscriber market share and actual video consumption per platform. While Netflix accounts for 30% of subscribers in Australia, it already accounts for 50% of premium streaming. Disney+, meanwhile, has 17 percent subscribers but 16 percent consumption. Prime Video has only 9% of watch time, according to MPA figures (most likely due to the Prime e-commerce plans and incentives). Foxtel OTT accounted for 12 percent of subscribers, with Kayo and Binge accounting for a combined 14 percent of watch time. Stan, meanwhile, only scored 8 percent of watch time from 11 percent of subscribers.

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