SVOD & BVOD platforms capture 26% of total streaming consumption, Netflix in the lead

Australians streamed 20 billion minutes of premium online video in January through to September 2021, according to a report from Media Partners Asia (MPA) measuring the Australian streaming economy.

SVOD platforms drove 70% of premium video streaming, while BVODs took 30%. The report, titled Australia Online Video Consumer Insights & Analytics, leveraged MPA’s proprietary AMPD research platform to measure and analysed streaming media consumption across key VOD services on iOS and Android mobile and PC devices.

The report indicated that SVOD subscriptions reached 19.4 million at the end of September 2021, representing 60% household penetration based on an average number of 3.5 SVOD services subscriptions per household. Netflix retains its number one position with a 33% share of subscriptions and a strong lead in consumption share.

Amazon Prime Video and Disney+ compete for second place with a 15% share of subscribers each. Disney+ outperformed Amazon in consumption share, benefiting from the introduction of Star general entertainment content this year.

Netflix commanded a third of all SVOD subscriptions and 38% of SVOD consumption. In January, Netflix released a subscriber and financial update, which revealed the subscriber growth at the streaming platform had slowed, with the company citing COVID-related production delays and a lighter first half slate for 2021 as reasons why subscriber growth in 2021 Q2 was just 1.54 million users.

Disney+ captured 15% of SVOD subscriptions and 16% of SVOD category consumption. The launch of the Star title in February has boosted Disney’s consumer proposition with the introduction of GE series and movies from Fox, ABC and others.

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Since 2019, Prime Video has commissioned 14 Amazon Original series in Australia, investing $150 million in local productions, which has resulted in more than 2,500 jobs across Australia.

In August, the Australian Communications and Media Authority (ACMA) published new figures that showed significant investment by the subscription video on demand (SVOD) sector into local screen content.

The data showed that global streaming platforms Amazon PrimeDisney+, and Netflix, as well as Nine-owned local platform Stan, spent over $153 million combined on Australian programming in 2019 and 2020.

The report found that over 80% of the expenditure from the four services was generated by commissioning new content across drama, children’s programs, documentaries, light entertainment, and other programming genres.

Meanwhile, Nine Entertainment’s local entertainment and sports SVOD service Stan has 13% of SVOD subscriptions and 18% of category consumption. Stanholds output deals with ViacomCBS and NBCU. Stan Sport has exclusive rights to the Champions League and Rugby Championship. 15% of Stan subscriptions have taken up Stan Sport, which is offered as a A$10 add-on.

Foxtel’s OTT services (Kayo, Binge and Foxtel Now) have grown rapidly for a 11% SVOD subscriptions share. Kayo’s SVOD base reached 1.2 million at end the end of September and the platform is Australia’s largest sports SVOD platform with streaming rights to 50 sports and 13 live channels. Prominent rights include the NRL and AFL. Binge has output deals with NBCU and HBO. HBO titles are a key draw. Kayo and Binge capture 9% of SVOD streaming minutes.

Commenting on the report’s findings, MPA executive director, Vivek Couto, said: “Australia’s subscriptions streaming market is maturing at 60% household penetration. New entrants will need to win market share from incumbents and consider freemium models with strong local partnerships. The importance of sports continues to grow with four major players led by Foxtel’s Kayo competing for subscribers and audience loyalty. The overall sports segment accounted for almost 15% of the total SVOD customer base at the end of September. 2021.”

For this report, the platform passively measured real consumption on iOS and Android mobile and PC devices in Australia between January to September 2021 with a sample size of more than 3,000 users sourced from our in-market research partner Roy Morgan.


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