October 2, 2019
With Disney’s pending subscription streaming video service targeting Australia as a major market, Amazon has upped its Prime Video content availability in the region.
While Netflix remains the dominant over-the-top video player in Australia, new data from Ampere Analysis suggests Prime Video has been more aggressive with new content offerings in a SVOD market that will reach 65% household penetration by the end of the year.
Prime Video increased its content hours by 84% from June 2018 through June 2019, compared to just 18% for Netflix.
Ampere contends Netflix has produced fewer original productions (17) in Australia compared to other regions such as Mexico (36) and France (30).
“The Australian SVOD market is characterized by transition and opportunity, so it’s not surprising that Amazon has been concentrating efforts here,” Guy Bisson, director at Ampere Analysis, wrote in a note. “The new service from Disney will meet the demand for Children & Family and Action & Adventure content in particular, and by developing a family of streaming services, it will be a ‘super aggregator’”.
The London-based research firm says Aussie SVOD homes prefer indie/arthouse, horror, arts & culture, kids, romance and action compared to documentaries.
The latter among Amazon’s biggest content growth categories, in addition to action/adventure, crime/thrillers and reality.
Netflix continues to focus on romance, crime/thriller, comedy and drama, while local SVOD rival Stan targets kids and family.
“We believe [these trends] will continue, anticipating that the gap we’ve identified in the market for a premium streaming aggregator will be filled by partnerships, original productions and acquisitions,” Bisson wrote. “This is a great time to be a [streamer]in Australia.”