April 8, 2019
Apple’s new streaming TV service, Apple TV+, could capture significant market share in Australia based on the tech companies current market penetrations, according to new data from research firm Roy Morgan.
That market segment (14.7 million people) includes those who already use streaming video services such as Netflix (11 million), Stan, YouTube Premium, Amazon Prime Video and ABC iView, as well nearly 12 million Australians who own an iPhone, iPad, Mac running the iOS operating systems and use Apple services and apps capable of accessing the new Apple TV+ streaming TV service.
“Apple TV+ will be able to draw upon Apple’s immense war chest of over $240 billion (over $340 billion AUD) to create content which Apple announced as ‘cash on hand’ at the end of 2018,” Michele Levine, CEO, Roy Morgan, said in a statement.
Millennials represent the largest Apple TV+ market at over 4.6 million people. This is followed by more than 4 million Gen Z and just under 4 million Gen X consumers who use streaming services.
Nearly 60% of Australians who currently access a streaming video service or use an Apple device watch the news in an average week, far ahead of any other TV genre.
Reality TV is watched by 39% of Apple users, while just under a third of Apple users watch current affairs shows (32%), sports (31%), game shows (30%) or dramas (30%).
Just over a quarter of Apple users watch home/lifestyle/travel shows (28%), comedies (27%) or documentaries (27%) and just under a fifth watch talk shows (19%).