Study: Free-to-air TV Is Still Holding Its Own Against Netflix & Foxtel

Study: Free-to-air TV Is Still Holding Its Own Against Netflix & Foxtel
Mykayla Carr
By Mykayla Carr



New research commissioned by MyDiscountDeals.com has found that almost half of Aussies (49 per cent) aren’t currently subscribed to an online streaming service, and over half (65 per cent) don’t have cable TV.

The research also found subscribers of online streaming services are three times more likely to subscribe to only one, rather than two or more services.

This means providers like Netflix, Stan and Foxtel Now are aggressively competing for the number one spot, as once a user has subscribed to one service, there is only a 14 per cent chance they will subscribe to another. Netflix currently holds the top title with approximately 7,091,000 million subscribers, according to Nielsen data.

Here are some of the other findings from the research:

  • 36 per cent of respondents currently subscribe to online streaming services.
  • 35 per cent of respondents currently subscribe to cable TV subscribers.
  • 65 per cent of respondents say movie tickets are overpriced.
  • Of online streaming subscribers, 32 per cent still go to the cinema the same amount since subscribing, 22 per cent go less, and 10 per cent go more.
  • 46 per cent of online streaming subscribers only share their account with up to two other people, with 21 per cent keeping it all to themselves.

Isabella Marco, marketing manager at MyDiscountDeals.com, said the fact that almost half of respondents aren’t subscribed to online streaming, and over half don’t have cable TV, could be the incentive advertisers need to re-focus on free-to-air.

“The way Australians choose to consume content is drastically changing. A world of entertainment is always at our fingertips, and as a result, consumers are increasingly demanding quality content for less,” she said.

“Entertainment providers need to simultaneously keep standards high and costs down.”




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