Australian streaming market: Prime Video catching Netflix; Stan overtakes Paramount+
Netflix has been the top video streaming service in Australia since coming to market in 2015, but its reigning days might be numbered as Amazon Prime Video subscribers continue to climb.
This is according to JustWatch’s quarterly streaming report, which uses a sample size of between two and 2.2 million monthly users.
While Netflix controls more than a quarter of the total market share, its percentage hold has remains static, while Prime Video managed to climb from 20% to 21%. A minor increase, but representative of the movement in the market as a whole, which saw Paramount and Binge also climb 1%, while Disney+ and Foxtel Now fell 1%.
Disney+ sits in third place, holding a 16% market share, while Binge holds 12%. Stan, which also launched in 2015, a few months before Netflix, has pushed ahead of Paramount+, while Foxtel Now customers continue to fall off, due to the churn rate from residential Foxtel subscribers moving across to Binge – the percentage switch between the two is nicely interchangeable.
It will be interesting to watch the third quarter percentages, as Paramount introduces its ad-supported tier next month, with Disney rumoured to do likewise.
Last month, Kantar’s Entertainment on Demand data on the Australian video streaming market showed that customers are flocking to advertising-based video on demand (AVOD) services, with 16.6% of households choosing a cheaper ad-supported plan in the first three months of the year, compared to just 9.2% a year prior.
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Nathan Jolly is the Deputy Editor of Mumbrella. He joined the team in July, 2023.
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