In Australia, Video Viewers Use Subscription Services Most Frequently - eMarketer
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In Australia, Video Viewers Use Subscription Services Most Frequently

Legal services help cut down on pirating

November 17, 2015

Digital subscription services are making an impression on digital video viewing habits in Australia. Subscriptions to Netflix quickly surpassed those to homegrown services, and research suggests that these are among the most popular ways to watch video content legally, aside from traditional TV viewing.

Ways in Which Consumers in Australia View Movies and TV Shows Legally, by Frequency, Aug 2015 (% of respondents)

According to the IP Awareness Foundation, at least two-thirds of consumers in Australia do not watch any video content via digital subscription services. But those who do are more likely to do so frequently than users of other types of legal download or streaming services, like iTunes or Bigpond.

Overall, 11% of consumers surveyed in August said they watched content on a Netflix-like streaming video service more than once per week, with an additional 5% viewing on a weekly basis. That means roughly 48% of respondents who said they watched any content via subscription services did so at least weekly. Only around 21% of those who downloaded or streamed movies from nonsubscription services did so with the same frequency, along with about 26% of those who downloaded or streamed TV shows from nonsubscription services.

Video-On-Demand (VOD) Services Used by Consumers in Australia, Aug 2015 (% of respondents)

According to IP Awareness, Netflix is not itself the No. 1 place to watch, however— despite earlier findings to that effect by Roy Morgan Research. The August research put Foxtel in the lead, with 31% of respondents subscribing, followed by Netflix, at 19%.

In July 2015, research on digital video viewing in Australia suggested that legal content services may be cutting down on illegal viewing, including streaming and downloading. The IP Awareness research also found declines in the share of consumers who were pirating movies and TV shows between 2014 and 2015.

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