Kayo and Stan rising, Prime and Disney+ falling: The Australian streaming market in 2024
Australians are flocking to Kayo, Stan, and Paramount+, but leaving Disney+ and Amazon Prime, according to Kantar’s new data on streaming habits in the local market.
The latest Entertainment on Demand data on the Australian video streaming market covers the first three months of 2024.
During that time, advertising-based video on demand (AVOD) services have risen, with 16.6% of households choosing a cheaper ad-supported plan, compared to just 9.2% a year prior.
Kayo’s new subscription share doubled quarter-on-quarter to reach 10%, the joint largest along with Stan and Paramount+, whose new subs also increased. Kayo’s retention rates have also risen, from 84% to 88%, ahead of the other sporting streamers, Stan Sport (77%) and Optus Sport (81%).
New subscribers for Amazon Prime Video fell from 15% to 9%, a drop after the festive season, while Disney+ also suffered a seasonal drop off of new subscribers.
Netflix’s Australian TV series Boy Swallows Universe was the most-watched title across all streaming services, while 7.8 million Australian households now subscribe to at least one VoD service, up from 74.3% of the population in the previous quarter to 75.2%.
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Prime is probably my number one service at the moment for usage. Almost all their shows are right up my Action/Fantasy/Sci Fi alley.
Fallout, The Boys, Invincible, Mr & Mrs Smith, Wheel of Time, Gen V and Reacher have all become must watches in my household.
I even enjoy most of their movies, big dumb popcorn action though they are. Road House was great fun.
And if Mike Flanagan can adapt the Dark Tower properly, they’ll have a massive hit on their hands I reckon.
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