RESEARCH REPORT – WINNING THE STREAMING WARS 2.0

ANDREW GOODIESON

Senior Manager, Effectiveness and Fan Insights

in Entertainment

September 16, 2021

The 2021 edition of ‘Winning the Streaming Wars’ provides insights into which subscription services are on top and what this means for the consumer. In an everchanging broadcast environment, the second edition of this report provides an update on the impact of new entrants, consumer behaviour and how Australians are responding to spending more on subscription services than ever before.

Highlights from the report are:

  • Penetration of streaming services is continuing to increase, with 85% of Australians subscribed to at least one sport, entertainment, or music subscription service (+5 percentage points on 2020). Netflix and Spotify premium, maintain positions as services that Australians can’t live without.
  • As more services enter the market, the number of subscriptions has also increased – In 2021 Australians subscribed to 3.6 services on average, compared to 2.9 in 2020.
  • A third of Australians indicated they are paying more than ever before, despite this the majority have no intent to reduce their monthly spend.

The next 12 month will surely be just as dynamic as the last 12 have been, we hope this report can help you get ahead of the curve.

Download the full report here.