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Australian streaming apps from TV brands chip away at Netflix dominance | Australian media

Australian streaming apps from TV brands chip away at Netflix dominance |  Australian media

More Australians are turning to local streaming video platforms, according to new data, threatening the dominance of Netflix in the country.

While Disney+ remained the most downloaded entertainment app in the country over the past 12 months, with nearly 2 million downloads, Netflix came in fourth behind Amazon and TikTok, according to data from Sensor Tower.

Four Australian brands made the top 10 – the streaming apps of 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 quarterly decline in subscriptions globally, dropping 1 million subscribers in the quarter.

Sensor Tower’s APAC managing director, Tom Cui, said that while Netflix was still the dominant player, there was room for locals.

“When a lot of people think of streaming services, Netflix, Amazon and Disney come to mind,” he said. “What our sensor tower data has shown is that homegrown streaming services are actually giving these global brands a run for their money in terms of both popularity and revenue.”

In terms of estimated revenue, Streamotion – the Foxtel-owned platform for Binge and sports streaming company Kayo – beat Netflix with $15.1 million in the last 12 months in Australia, compared to $12.3 million for Netflix. Disney Plus was also estimated to beat both, with $56.1 million, followed by TikTok ($28 million) and Amazon ($17.6 million).

“Streamotion is a key performer 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 sport and if you work in the streaming industry, this is where you can expect to continue to see an increase in consumer downloads and consumption.”

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PwC’s Entertainment and Media Outlook 2022 found Australians spent $4.8 billion on subscription services last year, with that projected to rise to $6.5 billion by 2026.

The report found that 75% of households in Australia paid for a streaming service by 2021, and that was expected to rise to over 80% this year. The average household paid for 2.3 subscription services, spending $40 a month.

A Roy Morgan survey in February found 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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Australian streaming apps from TV brands chip away at Netflix dominance |  Australian media

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The Communications Minister, Michelle Rowland, has indicated that the government will press ahead 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 spent a combined $178.9 million in the 2020-21 financial year on 1,765 Australian programs.

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