September 9, 2019
Subscription TV homes in Australia and New Zealand have already reached the inflection point where SVOD outstrips pay-TV, according to new research from Ampere Analysis.
Australia reached this milestone in 2017, and New Zealand in 2018.
SVOD has also surpassed pay-TV elsewhere in Asia-Pacific, including Thailand and Singapore — with Malaysia on the brink of achieving the turning point.
The only Western European markets that come close in terms of SVOD outstripping pay TV homes are Denmark, Norway and the United Kingdom.
Just 7.1% of streaming households view only broadcast VOD (BVOD) in Australia, compared with 14% in the United Kingdom. Almost one half (47.6%) of Australia households view SVOD without using BVOD services, much higher than the U.K.’s 21%. The difference is also stark when it comes to combining SVOD with BVOD: Australia’s 22.6% is just under half of the U.K.’s 50.5% of the audience. This suggests there is plenty of opportunity for Australian broadcasters to improve their content offering to appeal to streaming households looking to curate their entertainment selection, according to Ampere.
“Australia is a hugely advanced market for streaming services and provides an interesting test case for the transition from traditional forms of paid TV distribution to the new,” said Guy Bisson of Ampere Analysis. “It’s no surprise that Disney has chosen Australia and New Zealand as two of the first four international markets for its direct-to-consumer streaming launches. If they are to stop Netflix dominating, local broadcasters need to evolve their own streaming platforms in order to maintain market and competitive position, leveraging strengths around local production and potentially co-operating on joint services and aggregation and navigation as well as exploring hybrid (mixed subscription/advertising) streaming business models.”