Grabyo’s recently released 2019 Global Video Trends Report analysed how different consumer segments behaved across the video industry and where they are choosing to spend their money.
The cloud-based video production, editing and distribution company reported that Australia’s rapid growth in online streaming is catching up to free-to-air TV viewing, while local streaming platforms are gaining a larger audience share.
In this report, Grabyo surveyed 9690 people across Australia, the United States, Germany, Italy, Spain, France, and the United Kingdom examining trends in viewing behaviour, device usage and content preferences.
Grabyo reported that 40 per cent of Australian respondents paid for online streaming services, and 60 per cent of those paid for Netflix. However, the likes of 7plus, 10 Play and 9Now are each used most often by approximately 30 per cent of consumers.
Another 20 per cent of Aussie consumers said they don’t pay for any video service, more than any other territory surveyed.
The rise of online streaming services has come at the expense of pay-TV in Australia with only a third of respondents paying for such a service.
Elliot Renton, Senior Director and Head of APAC, commented on the report: “The Australian streaming market has become competitive as local publishers launch their own services to compete with Netflix. This has driven healthy competition and offers greater choice for consumers.”
Social video viewing maintains its growth in Australia with over 20 per cent of consumers watching video most often on social platforms, and rising to 41 per cent for 18-25 year old’s.
“While many Australians continue to watch live video on broadcast TV, the report shows an appetite for live video on other platforms including social media. We expect to see increased experimentation and innovation in the local market as broadcasters use new technologies to differentiate their services,” said Renton.
