Is Netflix About To Put Aussie Rivals To The Sword?

Is Netflix About To Put Aussie Rivals To The Sword?
SHARE
THIS



It’s only been active in the Australian market for two weeks but new research claims Netflix is set to triumph in the local video streaming war.

Research by Australian video internet firm Authentic Entertainment has found one-in-five Aussies either have or intend to subscribe to the US-based video streamer.

The research also found there is a sizeable appetite in Australia for video-on-demand services and they should gain market share sooner rather than later.

That’s despite initial complaints from Aussie customers of slow bandwidths and the numbers of people signing-up being puffed-up by a number of free trials on offer. Optus is currently offering its customers a six-month free subscription to Netflix.

A report by video quality analytics firm Conviva – whose clients include Disney, Sky and Bloomberg – has found a quarter of people will switch off their video streaming service after four minutes of viewing if the internet connection speed is slow or keeps buffering.

However, the research is contrary to other experts who’ve said the major players – Netflix, Stan, Presto and Quixflix – could struggle in the small and crowded local market.

Last month B&T quoted Channel 4 UK’s director of audience technologies and insight, Gill Whitehead, as saying Netflix would probably snare a similar audience share in Australia as it does in the UK – about three per cent.

“These (video streaming sites) are having an impact but it’s much less than it is in the States where 30 per cent of the streaming traffic is coming from Netflix. In the UK it’s more like three per cent and they’ve been in the UK market now for three years,” Whitehead said on a recent Australian visit.

While CEO of McCann Worldgroup, Ben Lilley, believed that the video streamers’ offerings were very limited and consumers would be forced to subscribe to multiple channels for it to be worthwhile.

However, the Authentic research predicated a far rosier future for the video streamers. It found that Aussies already are accustomed to watching TV online – be it YouTube clips, catch-up TV series or long-form video – and by 2017 85 per cent of Australians would be in a position to access video streaming services particularly as more smart TVs are connected to the internet.

Authentic found Gen Ys are increasingly less loyal to the commercial networks as previous generations. while even those aged over 55 – 54 per cent – now watch video online.

But arguably the biggest thing to come from the Authentic research found that 50 per cent of Australians would happily watch ads on (the presently) ad-free streaming services if it meant the services were cheaper or free altogether.

Quoted in the News Limited press today, Authentic Entertainment’s head of research, Beth van Koesveld, said this “probably means a new focus for advertisers”.

“Consumers seek out premium content (and) advertisers should too.”

Latest News

Pooled Energy Appoints Magnum & Co And The Wired Agency
  • Advertising
  • Marketing

Pooled Energy Appoints Magnum & Co And The Wired Agency

Swimming pool electricity retailer Pooled Energy has appointed Magnum & Co and sister agency The Wired Agency to its roster, following a competitive pitch. Magnum & Co will handle Pooled Energy’s social media and PR, while The Wired Agency has been appointed to manage the company’s search and display advertising. Both agencies will collaborate with […]

Masculinity Roasted In Clever New Ad
  • Advertising
  • Campaigns

Masculinity Roasted In Clever New Ad

Think masculinity means drinking a case without chundering? Well, rediscover it (& possibly yourself) with this top ad.

by B&T Magazine

B&T Magazine
WPP AUNZ Partners With Career Trackers Indigenous Internship Program
  • Advertising

WPP AUNZ Partners With Career Trackers Indigenous Internship Program

Advertising and marketing network WPP AUNZ has joined the Career Trackers Indigenous Internship Program as part of its commitment to a diverse workforce, and the creation of opportunities that inspire excellence. As part of the program, WPP AUNZ has welcomed its first three interns: Abi-Leigh Dillon (WPP AUNZ), Amy Mccutcheon (MediaCom) and Jacinta Evans (Ogilvy), […]

Taboo Goes On A Hiring Spree
  • Advertising

Taboo Goes On A Hiring Spree

Taboo has gone a hiring spree. And when it comes to sprees, that's far better than a shooting one or a farting one.

M&C Saatchi Group’s 1440 Shuts Up Shop
  • Marketing

M&C Saatchi Group’s 1440 Shuts Up Shop

Sadly, M&C Saatchi's 1440 is no more. And chances of it being reborn as 1550 not looking much chop either.

by B&T Magazine

B&T Magazine
Luke Kelly Becomes A Partner At HBT
  • Advertising
  • Marketing
  • Technology

Luke Kelly Becomes A Partner At HBT

B&T's not sure what's with that twirly thing in the press photo, suffice to say a vortex to an alternate dimension?

Women In Media Profile: Alison Michalk
  • Media

Women In Media Profile: Alison Michalk

If B&T's Women in Media profiles were an animal they would be a gazelle or lioness, or even a lioness eating a gazelle.

by B&T Magazine

B&T Magazine
Grant Broadcasters Makes Several Changes To Senior Executive Team
  • Media

Grant Broadcasters Makes Several Changes To Senior Executive Team

Independent media company Grant Broadcasters has announced a number of changes to its executive ranks. Grant Cameron will move up to become non-executive chairman for the company, and Alison Cameron (pictured above) – currently the chief operating officer – will assume the CEO role. Dugald Cameron remains responsible for the family’s investment portfolio and is […]

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities
  • Advertising
  • Media

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities

Australian retail out-of-home (OOH) business Shopper Media Group (SMG) has announced a partnership with AI-powered wireless networks provider Mist. The partnership will see SMG offer new WiFi, analytics and location-based services across the company’s portfolio of Australian shopping centres. Mist currently provides WiFi and location services using virtual Bluetooth LE technology to businesses across all […]

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account
  • Advertising
  • Media

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account

Travel organisation Cruiseco has announced the appointment of Sydney independent agency This is Flow (TIF) to handle its $5 million media account. This is the first time Cruiseco has appointed an agency, having managed its communications internally. Cruiseco is the largest and broadest distributor of cruise products in the Southern Hemisphere. With a membership base […]

Women In Media Profile: Naomi Shepherd
  • Media

Women In Media Profile: Naomi Shepherd

Need a Monday morning pick-me-up? You could stand naked next to the office fridge or read these inspiring words.

by B&T Magazine

B&T Magazine
APN Outdoor Takes Off With Queenstown Airport Contract
  • Advertising
  • Media

APN Outdoor Takes Off With Queenstown Airport Contract

Out-of-home media business APN Outdoor has won the tender for New Zealand’s Queenstown Airport. As part of the new agreement, APN Outdoor has flagged extensive development plans for Queenstown Airport’s advertising assets. The new contract adds Queenstown Airport to APN Outdoor’s existing portfolio of Auckland and Christchurch Airports. The media company will hire a South […]