More Australians are turning to local streaming video platforms, according to new data, threatening Netflix’s dominance in the country.
While Disney+ remained the top-downloaded entertainment app in the country for the past 12 months, with nearly 2 million downloads, Netflix came in fourth after Amazon and TikTok, according to Sensor Tower data.
Four Australian brands made it to the top 10: the streaming apps from Nine, ABC, Seven and Stan. All but Stan are free streaming on demand platforms.
Sensor Tower tracks the number of new downloads from both the Apple and Android stores.
Last month, Netflix reported its second quarter drop in subscriptions worldwide, dropping 1 million subscribers in the quarter.
Sensor Tower’s APAC director Tom Cui said Netflix was still the dominant player, but there was room for locals.
“When a lot of people think of streaming services, they think of Netflix, Amazon and Disney,” he said. “What our Sensor Tower data has shown is that homegrown streaming services are giving these global brands a run for their money in terms of both popularity and revenue.”
In terms of estimated revenue, Streamotion – the Foxtel platform for Binge and sports streaming company Kayo – beat Netflix by $15.1 million over the past 12 months in Australia, compared to $12.3 million for Netflix. Disney Plus would also beat both, at $56.1 million, followed by TikTok ($28 million) and Amazon ($17.6 million).
“Streamotion is a major player with its sports service, Kayo, which ranks higher than most entertainment apps for revenue in Australia,” Cui said. “This is a reflection of how much Aussies love their live sports and if you work in the streaming industry this is where you can expect an increase in consumer downloads and spend.”
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PwC’s entertainment and media outlook for 2022 showed that Australians spent $4.8 billion on subscription services last year, and that this is expected to rise to $6.5 billion by 2026.
The report found that 75% of households in Australia paid for a streaming service in 2021, and is expected to rise to more than 80% this year. The average household paid for 2.3 subscription services and spent $40 per month.
A survey by Roy Morgan in February found that Netflix still dominated in terms of total subscriptions, up to 12 million, compared to 7 million for the Foxtel group of apps and 4.7 million for Stan.
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The Minister for Communications, Michelle Rowland, has indicated that the government will continue with plans started by the former Morrison government to regulate streaming platforms to ensure they produce Australian content.
The Australian Communications and Media Authority reported that Amazon Prime, Disney, Netflix and Stan collectively spent $178.9 million on 1,765 Australian programs in the 2020-21 fiscal year.