SVOD subs reaches 22.1m in Australia: Netflix retains pole position

Australians streamed 24 billion minutes of premium online video*, from January to August 2022, according to a report from Media Partners Asia (MPA) measuring the Australian streaming economy.

The Australia Online Video Consumer Insights & Analytics report showed that SVOD platforms drove 70% of premium video streaming, while BVODs took a 30% share.

The report indicated that SVOD subscriptions reached 22.1 million in end-August 2022, up from 19.4 million in Q3 2021. Netflix retains pole position with a 30% share of subscribers while expanding its lead in consumption share from 38% in 2021 to 50% in Jan-Aug 2022. Disney+ and Amazon Prime Video compete for second place with a 17% share of subscribers each, while maintaining consumption share. Stan’s share of streaming shrunk from 18% in 2021 to 8% from January to August 2022 as competition for first-window US dramas has intensified. The report also indicated that Paramount+ had approximately 470,000 subsribers at the end of August 2022.

Commenting on the report’s findings, MPA executive director, Vivek Couto told Mumbrella: “As the Australian SVOD market matures, platforms are increasingly focused on monetisation. Netflix, Binge, Kayo and Stan have all raised prices over the past year and lower-cost, ad-supported tiers are expected from Netflix, Disney+ and potentially Amazon as platforms look to unlock new revenue streams.

“Competition for first-window English dramas is high as major studios Disney and Paramount have ceased or limited licensing, placing pressure on local GE platforms Stan and Binge to secure popular dramas, while Stan and Foxtel’s Kayo continues to leverage key sports to drive ARPUs.”

The report leveraged MPA’s proprietary AMPD Research Platform to measure and analyse streaming media consumption across key VOD services on iOS and Android mobile and PC devices.

It also evaluated consumer behaviour and usage patterns across VOD media services in Australia. The report includes an analysis and profiles of 16 unique OTT video platforms focusing on paying subscribers, monthly active users, streaming minutes, average daily time spent, viewer profiles and demographics. Title-level analysis, including country of origin and genre split, and viewership by age and gender demographics are provided for Netflix, Disney+ and Amazon Prime Video. MPA also releases studies using the AMPD Research Platform that feature other APAC regions and markets such as Southeast Asia, South Korea, Japan, and Taiwan.

The AMPD Vision platform uses a permission-based panel of consumers who consent to the collection of their session-based activity. For this report, the platform passively measured real consumption on iOS and Android mobile and PC devices in Australia between January to August 2022 with a sample size of more than 3,000 users sourced from our in-market research partner Roy Morgan.

*Excludes YouTube, TikTok, game and live streaming platforms.


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