Study: 14 Million Aussies Now Have Subscription Or Pay TV
A new study has found that just shy of 14 million Australians – 13,975,000, in fact – aged 14-plus now have access to some form of pay TV subscription or SVOD. That’s up 7.9 per cent from a year ago.
According to the Roy Morgan research, Netflix remains our favourite pay TV provider with 11.5 million Australians accessing it. That’s up 17.6 per cent from this time last year.
Other smaller Pay TV/SVOD services to have grown quickly over the past year include Amazon Prime Video (up 130.7 per cent), YouTube Premium (up 37 per cent) and Fetch (up 20.9 per cent).
In its six months since launch, Foxtel’s paid sports channel, Kayo, has roped in 300,000 subscribers.
As the following state-by-state graph shows, access to Stan is at around a quarter the level of Netflix
Analysis of Australians with access to Netflix and Foxtel shows Netflix has a strong appeal to Australians from all walks of life while traditional Pay TV provider Foxtel is more popular with families than with other psychographic segmentations.
Using its Helix Persona data, Roy Morgan found that Netflix is highest amongst those in the 100 Leading Lifestyles (60 per cent), 200 Metrotechs (58 per cent) and 300 Aspirationals (57 per cent) with these communities over-represented with access for the size of the population they represent, although at least half of all six communities now have access to Netflix.
In contrast there is a clear difference between take-up of Foxtel which is clearly highest amongst 100 Leading Lifestyles (27 per cent) and 400 Health and Home (27 per cent) – the two Helix Community segmentations most closely related to wealthy and middle-class families.
Fewer than a fifth of the younger 200 Metrotechs (16 per cent) or lower income Australians in the 600 Fair Go (18 per cent) community have access to Foxtel.
Michele Levine, CEO Roy Morgan, said increasing numbers of Australians are willing to pay for premium TV content as Subscription Video on Demand (SVOD) services such as Netflix, Stan and Amazon Prime Video grab an increasing share of the market.
“Over two-thirds of Australians now have access to Pay TV/SVOD services in their households as strong growth for services including Netflix, Stan, YouTube Premium, Fetch, Amazon Prime Video and new live-sport focused Kayo Sports has continued during 2019.
“A closer look at the industry leader Netflix, which is now accessible by almost 11.5 million Australians, shows the service has broad appeal across differing psychographic segmentations.
“The results indicate that the low monthly prices for the new Subscription TV services led by Netflix are driving take-up across traditional demographic boundaries while the higher cost of a full-bundle service from Foxtel is generally favoured more by larger family units.
“The competitive nature of the market is underlined when one considers there are powerful new players’ entering the global streaming video market such as Apple TV+ and Disney Plus looking to leverage off their existing user base of installed devices (Apple TV+) and TV/movie catalogues (Disney Plus) respectively.
“Netflix has undoubtedly been a star performer since launching in Australia just over four years ago in a market with a proliferating array of choices for the consumer it will be more important than ever for existing and new streaming services to correctly identify which genres will appeal to the widest possible audiences,” Levine said.
Latest News
An Educated Guess: Three Ways Hypothesis-Based Marketing Can Work For You
Look, it's top tips to mastering hypothesis-based marketing that mercifully doesn't require revisiting Year 12 maths.
What’s That? New Cannes In Cairns Speaker Announcements? Oh Yes, There’s More!
Look at this Cannes In Cairns' speaker list! And we're yet to hear back from George Calombaris & Ray 'Rabbits' Warren.
Webprofits To Aggressively Drive Airtasker’s UK Growth Plan
Airtasker has chosen leading independent digital growth consultancy, Webprofits as a strategic partner to help them expand to new markets. Following a successful IPO in early 2021, Airtasker set its sights on the next strategic objective — expansion and growth in the UK market. After careful review, they partnered with the growth marketing specialists at […]
Report: Print Readership In Australia Has Halved Since 2016
Print continues its sharp decline amid real concerns options are running out for the cat to do its business on.
The Australian Olympic Committee Urges Aussies ‘To Have A Go’ Via M&C Saatchi
This ad urges us to get into the Olympic spirit sans lighting a large cauldron & throwing javelins at the neighbours.
Nazeem Hussain Mistaken For Waleed Aly In TV Listing Fail
A pall of racism has fallen over the TV listings guide. In even bigger shock, people still reading TV listings guide.
Coke’s Customisable Pride Bottle Won’t Let You Add The Word ‘Lesbian’, But Will Let You Put ‘C*ck S*ckers’
Always wanted to send your mum a bottle of Coke with the Pride flag & c@cksuker on the label? Light up mum's day here.
First Group Of Judges Revealed For B&T’s Best Of The Best Awards
Best Of The Best awards adland's finest. Although whoever invented the Nutella cronut deserves an honourable mention.
Tuesday TV Wrap: Home And Away Tops Entertainment But Ninja Warriors Beats MasterChef And Big Brother
Much like alcohol and a daily dose of Metamucil, Home And Away is just the gift that keeps on giving, isn't it?
TV Reporter’s Vox Pop Ruined By Man Repeatedly Throwing Up
Emetophobia is a fear of vomit. So, if you're emetophobic you best avoid this. If not, you've learned a new word.
CouriersPlease Study Finds That Aussies Don’t Want Small Businesses To Shut During Lockdowns
Study finds Aussies don't want small businesses closed during lockdowns. B&T concurs with pubs, TABs and kebab shops.
Aussie Cannes Young Lions Team Win Gold In Cannes Lions Live Media Competition
It's more Cannes gold for Australia! Yet, sadly there'll be no waking up naked & drunk on Plage de la Bocca this year.
Melinda Geertz Steps Down As Leo Burnett CEO, Emma Montgomery To Take Reins
Melinda Geertz has stepped down as Leo's CEO, with porcelain swan or Thermomix current favourites for leaving present.
Saatchi & Saatchi’s Donation Dollar Continues To Make Waves At Cannes Lions Live While More Aussie Agencies Secure Success
As a tip, a Cannes Bronze Lion can become far more prestigious with a can of gold-coloured spray paint from Bunnings.
Cresta’s Awards See Upturn As Ad Spend Starts To Return
Cresta Awards has announced that despite having a few more weeks before entries close, this year’s Cresta Awards has surpassed its entries for the whole 2019 Season. Cresta sees this as evidence, not just of evolution in its own awards but of a wider measure of industry confidence and resilience in many markets. The awards […]
Ashley Madison Shifts From Shock To Female Empowerment
Ashley Madison offers married couples a discreet hookup for affairs. As do drunken interstate industry conferences.
72andSunny APAC CEO Chris Kay Named Saatchi & Saatchi UK CEO
Aussie-based Chris Kay named Saatchi & Saatchi UK CEO. Find his green velour couch & Westinghouse fridge on Gumtree now.
Facebook Announces Plans For World’s Largest Shoppable Social Media Platform
Gerry Harvey meanwhile has sworn to build his own social network in retaliation to Facebook stepping on his turf.
Clems Melbourne Snares Charlotte Stevens To Head Myer Business
Charlotte Stevens to head Clems' Myer account. Apparently that's a department store & not a chalice filled with poison.
Microsoft Reaches $US2 Trillion Value As Apple Eyes $US3 Trillion
Do you ever regret not studying computer science at uni? Probably not... but perhaps you should.
Facebook’s VR Ad Play Hits A Snag
VR still hasn't truly taken off yet and we blame that awful Ready Player One film.
Reports: Google Draws The Ire Of EU (Again)
B&T's editor takes great pleasure in an opportunity to use 'ire' in a headline, despite having no idea what it means.
PubMatic Secures Data Partnership With HYP Technology
Think of data partnership news as being similar to celebrity hook-ups, just without weird combined names like Bennifer.
Publishers Cash In On EOFY Sales
Where are these same sales when you have to buy gifts for loved ones during Xmas, we ask?
Flybuys & The Trade Desk Help Connect Online & Offline Sales With New Partnership
Connecting online and offline data can now be as easy as serving a Woolies roast chook for dinner with this new deal.
Household Targeting’s Role In The Cookieless Future
Are you braced for a cookieless future? Thankfully it doesn't require hoarding loo rolls or building a fallout shelter.
Cartelux Extends Agreement With MINI
This should come as good news for all 'Small Car Only' car spots in shopping centres.
“Bots Are Programmed To Sell, Not Care!” AI & Algorithms Roasted In Creepy Robot Ad For US Travel Brand
If The Terminator taught us anything, it's not to start a fight with the robots.
Highsnobiety Partners With Citizens Of Culture To Help Lead Its Media Partnerships In Australia
Culture-leading publisher Highsnobiety continues to evolve its local operations with the appointment of Citizens of Culture as its strategic partner across media operations within Australia. Highsnobiety is a premium global brand dedicated to cultural pioneers, with work spanning across digital platforms, print media, documentaries, cutting edge events, a shopping platform and a full service creative […]
Investigation Reveals That Amazon Destroys Thousands Of Dollars Of Unsold Stock, Including Laptops, TVs And Face Masks
This investigation may seem hard-hitting, but just wait till we tell you what Bakers Delight does with its finger buns.
