The Phenomenal Growth of Streaming TV & Movies
A survey released last week by government media regulator ACMA went a step further than the usual market research surveys and unveiled not only the percentage of people using SVOD services (like Netflix, Stan, and Presto), but also at how and why people use them…
The banner figure, though, is the sheer number of Australians now using SVOD services – remember, Netflix only started Australian operation in March this year, and Stan only a couple of months before them. According to the ACMA survey, 3.2 million Australians used SVOD services in the six months to June 2015 – that’s equal to 17 percent of the entire population of the country. That kind of rapid growth shows beyond doubt how hungry Australians were for services like this, and also offers a little bit of a clue about why the traditional free-to-air networks are feeling slightly terrified.
The report highlights the top reason people are attracted to SVOD as being able to “watch whatever I want / at a time that suits me” (49%), closely followed by “greater choice of content” (44%). The low cost and lack of lock-in contract was far less important to people by comparison. That’s not entirely surprising, as the free-to-air networks have been so intent on their battle with each other to be top of the ratings pile they’ve been neglecting their actual viewers for years by pulling shows off air or moving them to a different time slot mid-season, all those ad breaks, on-screen animated ads, watermarks, and other distractions – people were obviously sick of it.
Australia has long been said to be one of the most active countries when it came to illegal downloads of TV for this reason, but the meteoric rise of Netflix, with Stan and Presto not far behind, shows conclusively that all it took was for people to be given what they want, when they want it, at a fair price.
It’s worth taking into account, too, that this revolution has happened despite the vast majority of internet connections in Australia being less than optimal. Thanks to the clever behind-the-scenes tech used by Netflix and others, most people are able to access streaming video with at least acceptable picture quality, and it’s telling that even though more than half the surveyed users had experienced technical problems of some kind while accessing SVOD, 78% of them said they were satisfied with the technical quality of the services. In other words, even the occasional pause for buffering is preferable to the alternative offered by free-to-air. Satisfaction is only going to grow, too, as the NBN rollout gathers speed once more.
If you’ve been hearing all about Netflix and the others but have yet to give them a try, now’s a great time to do so – over three million Australians have already made SVOD a large part of their entertainment diet. And there’s no cost at all to give it a try – check out the offers below for Free month-long trials with absolutely no contract or obligation. Come join the revolution, ‘cos it’s only going to get bigger and better from here.