Subscribers of streaming video on demand (SVOD) are up 30% in Australia reaching 3.7 million at the end of June 2017 as per a new study by upcoming technology analyst firm Telsyte.
- According to Telsyte’s Australian SVOD Market Study 2017, almost half (49%) of Australian households either subscribe to Pay TV or SVOD services which is a rise from 38% in 2015.
- Only 11% of households have both Pay TV and SVOD.
- Further predictions include:
- SVOD subscriptions which are to overtake traditional Pay TV subscribers by June 2018 as consumers consume more on-demand content on various devices.
- Exclusive and original content are other factors in addition to live streaming that are expected to propel the market to 2021 when subscriptions are set to exceed 6 million.
- Consumers will consider multiple providers making space for Stan, Amazon, YouTube Red, Foxtel, Optus Sport and various others to shake the current leader Netflix from its top spot.
- At the end of June 2017, Netflix crossed the 2 million subscriptions mark with Stan in second with 867 thousand and others representing 769 thousand.
- SVOD services are putting a huge pressure on Free to Air TV rivals and traditional Pay TV with about a third of Pay TV subscribers too, having at least one SVOD subscription and 46% that claim to rarely watch FTA TV.
- An average SVOD subscriber watches almost 26 hours of video content a week across FTA TV, Pay TV, Online TV on demand (Catch up TV & live streaming TV) and other video content sources including non-streaming videos compared to about 21 hours for the average Australian.
- SVOD subscribers typically use 61% more mobile data (3G/4G) than those who do not stream SVOD on smartphones.
Unlimited data services on the nbn (National Broadband Network) rises in mobile data caps is fuelling greater SVOD adoption as per Telsyte.
- As per Telsyte results, SVOD subscribers use 61% more mobile data (3G/4G) than those that do not stream SVOD on smartphones.
- At the end of 2016, the uptake rate of SVOD by nbn users was 25% higher than non-nbn users.