Research shows the streamer had 30 percent of Australia's 22.1 million total subscribers in August, with Disney+ and Amazon Prime Video each taking a 17 percent share.
“As the Australian SVOD market matures, platforms are increasingly focused on monetization. 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,” said Vivek Couto, MPA’s executive director.
Competition has also begun to hit Australia’s local streaming operators. The market share of Stan, now wholly controlled by Australia’s Nine Entertainment, saw its share of streaming minutes shrink from 18 percent in 2021 to 8 percent in August of this year, as competition for first-window U.S. TV dramas intensified amid Disney and Paramount holding back their content exclusively.
Couto said the changing dynamics “[place] pressure on local general entertainment platforms Stan and Binge to secure popular dramas, while Stan and Foxtel’s Kayo continue to leverage key sports to drive average revenues per users.” MPA’s research found a significant divergence between subscriber market share and actual video consumption per platform. While Netflix accounts for 30 percent of subscribers in Australia, it claimed a 50 percent slice of premium streaming viewing time. Disney+, meanwhile, has 17 percent of subs but 16 percent of consumption. Prime Video has just 9 percent of viewing time, according to MPA’s reading .
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