While the rest of the world imagines Aussies spending their summer on a beach playing cricket, it turns out we’re much more interested in streaming our favourite TV series on our laptops.
According to new numbers crunched by Research Now, 26 per cent of consumers are already using a streaming service such as Foxtel Play, Netflix and Presto TV, while a further 17 per cent are planning to sign up for the festive season.
But while the study, commissioned by Paywizard, shows strong interest from Aussies for lying in bed watching reruns of all the good stuff, it also shows that internet TV subscribers are not entirely thrilled with the overall service. A total of 29 per cent intent to cancel their subscriptions within three months, and 31 per cent of consumers cited lack of content as the reason for leaving these new subscription services.
Around the world this Christmas, 52 per cent of viewers are charging their laptops and getting ready to use an online TV service, but compared to other survey countries like Germany, Brazil, Singapore, the US and UK, Australians emerged as the most unlikely to both sign up to new services and consider embracing more than one Internet TV subscription.
Free TV services do however prove popular with Australians, as over three quarters of consumers plan on watching free TV channels over Christmas. But you can always rely on the millennials to use streaming services on their mobile devices (55 per cent) compared to the olides (19 per cent).
And almost a third (32 per cent) of consumers plan to watch a DVD or boxset at Christmas, in case you’re still deciding on the best gift for your mum.
“While Australians are clearly warming up to the idea of paid streaming services – especially over the festive season – there is room for Internet TV service providers to do more to meet the potential, especially when it comes to content,”, Paywizard chief marketing officer Bhavesh Vaghela said.
“With the dominance of Netflix in the region and a strong public broadcast network, new Internet TV entrants must start to rethink both what they are offering and how they are offering it. By considering opportunities like adding local content and gaining a better understanding of the subscriber community, new players will be able to build stronger, more loyal relationships with customers.”