By Jonathan Easton
Australians streamed 24 billion minutes of premium online video in the first eight months of the year, a new report has found.
According to Media Partners Asia, premium video streaming captured 35 per cent of total online video streaming between January-August 2022.
SVOD platforms drove 70 per cent of premium video streaming, with BVODs taking 30 per cent. Of that SVOD total, Netflix made up 50 per cent, while Disney+ was in second at 16 per cent, followed by Foxtel OTT (14%), Prime Video (9%) and Stan (8%).
YouTube however remained the dominant force across all video streaming, with 58 per cent of all online video consumption.
But while Netflix accounted for half of the time Australia spent streaming SVOD content, the total subscriber numbers are more spread out. SVOD subscriptions in Australia reached 22.1 million at the end of August, up from 19.4 million in Q3 2021. Netflix accounted for 30 per cent of the total, with Disney+ and Prime Video both at 17 per cent. Local players Foxtel and Stan had 12 per cent and 11 per cent of the SVOD market share respectively.
MPA Executive Director Vivek Couto said: “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 continue to leverage key sports to drive ARPUs.”
