‘Not great but not a train wreck’: Free-TV could lose 10% of viewing time to streaming by 2018
New research has claimed Australia’s major TV networks will lose around 10 per cent of consumer viewing time in the next three years to streaming services, with Netflix projected to have 2.5m local users by 2018.
The new study by Citi Research projects the US streaming giant already has some 1.6m active users in Australia – including 910,000 paying subscribers, with 25 per cent of those using virtual private networks (VPNs) to access the US version of the video streaming site.
Source: Citi Research
The study appears to confirm other market research which shows that despite only launching in Australia in March Netflix has a five times the numbers of users as its nearest rival Stan, which has 332,000 users and Presto on 193,000.
More like 30%, it will start going exponential.
Only old people (35+) watch TV, in three years thats more likely to be 40+.
Anyone who thinks that uptake like what’s been put forward above will result in only 10% FTA viewing time reduction is dreaming.
Agree with unlikely. It’s going to be a faster slide, driven by demographics plus the increased take-up of new technology. I would have thought it will hit cinema in the guts too.
That reminds me: how are newspapers still around?
All this new research is doing is confirming the accuracy of Roy Morgan Research’s subscribing Netflix households and ‘user’ numbers that were released in July.
https://mumbrella.com.au/netflix-now-watched-by-1-42m-australians-across-559000-households-claims-roy-morgan-305713
The big problem that no one in the advertising industry wants to talk about is the fact less and less people are prepared to sit through ad breaks.
First of all there are so many distractions like twitter, Facebook etc while they are on, then there’s ways to zap through them, and of course streaming is conditioning people to enjoys shows without interruptions.
Latest Netflix numbers out from Roy Morgan Research today.
Netflix has hit 8% of Australian homes reaching 1.89 million people 14+ in July, the latest monthly data from Roy Morgan Research shows. Over 1 in 3 households now have some form of pay or subscription TV, up almost 30% since the start of 2015.
http://www.roymorgan.com/findi.....1508102349
Please let me know where I can put some money down on this figure being 20%+
The TV networks are pulling their own wool over their own eyes. The FTA networks continue to drive viewers away by saturation advertising in anything that looks like a ratings hit, but in doing so they further denigrate their own product. The 2nd tier channels are full of rubbish and they get lazy doing dual screening of the same content. Even Netflix which puts on old good stuff, and B grade programming but the consumer would rather watch that than suffer a barrage of mind numbing advertising.
The future of advertising is all about relevancy and there is nothing relevant about FTA TV at the moment, Ive converted 3 people to Netflix and Presto – how about you?
The dominance of Netflix is not really that surprising, besides the superior content, Netflix is the name most associated with a streaming service, most people can recall the name Netflix and associate it with a streaming service, whereas many have never even heard of Stan or Presto, their marketing is just not getting the same reach. I just read a Harvey Norman catalogue and the TVs are all advertised as “Netflix Capable” one even has a “Netflix button on remote”. Not a mention of Stan or Presto in the entire catalogue.
Where’s the bookie? I’m in at 50%+
So people over 35 are old now? Wow are you like 5? While you’re at it, maybe learn to spell your own pseudo name. Us “old people” have heard all this before. The poor old television has survived technological advances and competition from cinema, beta, VHS, DVD, Blu-Ray, subscription, streaming. The majority of Australia watches TV and is happy doing so.
Yeah-nah, it won’t be 10%.
Clip this and file . Come back in 2 years.
10%. Dream on.
Don’t know what the number will be, but it know for sure they are going to look back and weep, wishing it was just a mere10.
People over 35 aren’t physically ‘old’ but they tend to be on the outside of the ‘digital generation’ Majority of people under 35 have grown up in vastly different times than those before them, are very clued in with new technology and their preferred media consumption is digital streaming or downloads.
FTA is driving people away with far too many self promotional ads and the same garbage reality tv formats over and over again. The only thing keeping FTA relevant at the moment is our poor quality internet infrastructure and super expensive ISPs.