The rise of Netflix, Stan and Presto will not kill off free-to-air and cable television in Australia despite predictions that 60 per cent of broadband-connected households will sign up for streaming services by 2023, Credit Suisse says.
Netflix, Stan and Presto have recently joined incumbent Quickflix in a battle for Australian viewers, which is forecast to grow the market to 1.5 million by the end of this year, 3.2 million by the end of 2017 and 6.2 million by the end of 2023; 60 per cent gross penetration of broadband households.
“Assuming half of all [Australian] subscribers take more than one service, this implies net penetration of 40 per cent of broadband households; 36 per cent of total households,” Credit Suisse analyst Fraser McLeish said.
Early forecasts based on current offerings and pricing expected Netflix to take a slightly larger market share, about 40 per cent, over the long term, Mr McLeish said, with Stan taking 33 per cent and Presto 27 per cent.
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