Appetite for streaming content is stronger in Australia

Kantar Entertainment on Demand Service Expands to Australia, shows local brands compete strongly with international providers.

We have expanded our Entertainment on Demand service to Australia. Already live in the US, Great Britain, and Germany, the new service provides longitudinal insights across the video and music streaming sectors to platforms, content providers and investors. The quarterly service will track streaming subscriber numbers, shares and content performance, alongside acquisition, usage, engagement and churn. Kantar’s Entertainment on Demand service is used by the world’s largest streaming services to help drive subscriber acquisition, engagement and retention.

Headline results from the launch quarter of the service in Australia are now available:

  • ­Appetite for streaming content is strong, with 6.4 million or 63.8% of Australian households subscribing to at least one video streaming service, higher than in Great Britain and Germany, but some way off the US on 81%. ­
  • 27% of households, or 2.7 million, have access to Pay TV, with over two thirds of these households also having an SVoD service. Those Pay TV customers who have yet to enter the SVOD category skew heavily towards over 45-year-olds and retirees, whilst one third of customers with both Pay TV and SVoD are aged under 35 and are more likely to be male.
  • ­Netflix dominates with 80% of SVoD enabled households accessing the service. Amazon Prime Video and Disney+ take #2 and 3 spots with shares of 32% and 31% respectively.
  • ­Compared to other western markets, local brands do well, showing higher levels of ownership. Stan leads among the local service providers, with its core service present in almost 1 in 4 homes. However, taking the Foxtel streaming brands as a group, 29.7% of SVoD households have at least one of their services in the home.

This article was published exclusively on on May 10, 2022.