🍿 2022-09-21 03:58:55 – Paris/France.
Netflix has maintained a significant subscriber lead over rivals Disney+ and Amazon Prime Video in Australia, Asia-Pacific's most mature online video market. Increasingly, however, all platforms down are pivoting to the new top metric of profitability rather than just subscriber growth.
A new report from regional consultancy Media Partners Asia has revealed that Australia had 22,1 million premium video subscribers at the end of August, up from 19,4 million in the same period of 2021. Netflix claimed 30% of the pie, according to MPA, with Disney+ and Prime Video each taking a 17% share. Local carriers Foxtell OTT bundle (which includes Kayo, Binge and Foxtel Now) and Stan trailed with 12% and 11% share respectively.
“As the Australian SVOD market matures, platforms are increasingly focusing on monetization. Netflix, Binge, Kayo, and Stan have all increased their prices over the past year, and lower-cost, ad-supported levels are expected from Netflix, Disney+ and potentially Amazon as platforms seek to unlock new revenue streams,” said Vivek Couto, Executive Director of MPA. .
Competition has also started to hit the operators of Streaming Australian locals. Stan's market share, now fully controlled by Australia's Nine Entertainment, saw its share of minutes by Streaming drop from 18% in 2021 to 8% in August this year, as competition for US first-window TV series intensified amid Disney and Paramount holding exclusively backing up their content.
Couto said the changing dynamic "[places] pressure on local general entertainment platforms Stan and Binge to get popular dramas, while Stan's Kayo and Foxtel continue to leverage key sports to drive average revenue per user." .
MPA research found significant discrepancy between subscriber market share and actual video consumption by platform. Whereas Netflix accounts for 30% of subscribers in Australia, it claims a 50% slice of viewing time in Streaming premium. Disney+, meanwhile, has 17% of subscribers but 16% of consumption. Prime Video only has 9% of watch time, according to MPA readings (likely due to Prime e-commerce bundle incentives and dynamics). Foxtel OTT accounts for 12% of subscribers, with Kayo and Binge totaling a combined 14% share of watch time. Stan, meanwhile, only got 8% of watch time out of his 11% share of subscribers.
SOURCE: Reviews News
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