Platforms Focus on Profitability in Australia, Asia-Pacific’s Most Mature Streaming Market, Says Study
20.09.2022 - 10:11
/ variety.com
Patrick Frater Asia Bureau Chief Disney+ and Amazon Prime Video compete for second position behind Netflix in Australia, the Asia-Pacific region’s most developed streaming market. But, increasingly, all premium SVOD suppliers are focusing on profitability rather than simple growth. A new report from consultancy and research firm Media Partners Asia, “Australia Online Video Consumer Insights & Analytics” shows that Australian consumers streamed 24 billion minutes of premium online video between January and August this year. SVOD platforms accounted for 70% of viewing time, while broadcaster-operated platforms (BVOD) claimed 30%. The numbers reflect a mixture of measured usage and a panel of viewers.
The report indicates that SVOD subscriptions reached 22.1 million at the end of August 2022, up from 19.4 million in the third quarter of 2021. Netflix retains pole position with 30% share of subscriptions, while expanding its lead in consumption share from 38% in 2021 to 50% in Jan-Aug 2022. “Disney+ and Amazon Prime Video compete for second place with 17% share of subscribers each, while maintaining consumption share,” the report said.
“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 executive director. The market share of Stan, the Australian-operated streamer now wholly owned by Nine Entertainment, has seen its share of streaming time shrink from 18% in 2021 to 8% in the first eight months of 2022, as competition for first-window U.S. dramas has
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