More Australians are turning to local streaming video platforms, according to new data, threatening Netflix’s dominance in the country.
While Disney+ remained the most downloaded entertainment app in the country with nearly 2 million downloads over the past 12 months, Netflix ranked fourth behind Amazon and TikTok, according to Sensor Tower data.
Four Australian brands made the top 10 – streaming apps from Nine, ABC, Seven and Stan. All but Stan are free streaming on-demand platforms.
Sensor Tower tracks the number of new downloads from both the Apple and Android stores.
Last month, Netflix reported its second quarterly decline in subscriptions worldwide, losing 1 million subscribers in the quarter.
Sensor Tower’s APAC chief executive, Tom Cui, said while Netflix was still the dominant player, there was room for locals.
“When a lot of people think of streaming services, Netflix, Amazon and Disney immediately come to mind,” he said. “What our Sensor Tower data has shown is that domestic streaming services are competing with these global brands in terms of both popularity and revenue.”
In terms of estimated earnings, Streamotion — Foxtel-owned binge platform and sports-streaming company Kayo — beat Netflix by $15.1 million in Australia over the last 12 months, compared to $12.3 million dollars for Netflix. It was also estimated that Disney Plus would beat both at $56.1 million, followed by TikTok ($28 million) and Amazon ($17.6 million).
“Streamotion is a top performer with its sports service Kayo, which ranks higher in revenue than most entertainment apps in Australia,” Cui said. “This reflects just how much Australians love their live sport and if you work in the streaming industry you can expect a further surge in consumer downloads and spending here.”
PwC’s Entertainment and Media Outlook for 2022 found that Australians spent $4.8 billion on subscription services last year, and that figure is projected to rise to $6.5 billion by 2026.
The report found that 75% of households in Australia were paying for a streaming service in 2021, and that share is expected to rise to over 80% this year. The average household paid for 2.3 subscription services and spent $40 per month.
A Roy Morgan poll in February found that Netflix still dominates in terms of total subscriptions, up to 12 million, compared to 7 million for the Foxtel apps group and 4.7 million for Stan.
Communications Secretary Michelle Rowland has indicated the government will press ahead with plans started by the former Morrison government to regulate streaming platforms to ensure they produce Australian content.
Australia’s Communications and Media Authority reported that Amazon Prime, Disney, Netflix and Stan spent a combined $178.9 million on 1,765 Australian programs in the 2020-21 financial year.