Speaking to Mumbrella, Burnette went on to say he thinks the already-saturated market – which includes Presto, Stan, Quickflix and soon, Netflix – will eventually be whittled down to just “two serious players”, with the rest being left behind.
Though he made this statement, he wouldn’t be convinced to give his opinion on just who would be successful, but remains confident in the partnership between Seven and Foxtel over Presto, following its launch just over a fortnight ago.
“There are going to be some exciting developments over the next few months about the iteration of Presto – the look, the feel, the content of the product – it is going to be a very dynamic game of attrition.” the chief revenue officer explained ahead of the players’ overhaul.
A huge believer in SVOD, Burnette thinks it will eventually become a great revenue stream for the network but added that he doesn’t want their free-to-air audiences to be left behind in the process.
“Eventually (SVOD) will be a strong revenue stream.
“The partnership we have put together with Foxtel is a very smart and strong business plan for the future.
“We are very confident it will do what we hoped over time. It will take time. Viewing habits are changing but they are probably not changing as fast as people might think.
“Cannibalisation is obviously something we consider, but free-to-air in Australia is in a really strong place. Some people are going to choose to want to subscribe to movies, to TV series regardless of what we do so our aim is to be in it.”
Burnette went on to add that whilst he knows SVOD is going to grow in coming years, he still believes live sporting events have a place on television.
He said: “At the end of the day there will still only be one place to come to watch My Kitchen Rules, there will still only be one place to see Djokovic or a Kyrgios match, and those content moments will continue to spike and deliver Australians at scale.
“But there is also a significant place for bingeing and snacking and so what that will end up looking like is hard to say.
“We have clear plans for both of them. They will both have successful places in the Australian media.”
His remarks have seen rivals Stan and Netflix both refuse to comment, but the quotes came on the same day that Stan announced its exclusive deal with Village Roadshow for the SVOD rights to their latest films in 2015.
Previous titles include a handful of 2014’s biggest movies such as The Hunger Games: Mockingjay Part 1 and The Lego Movie.