RESEARCH REPORT – WINNING THE STREAMING WARS 3.0

ANDREW GOODIESON

Senior Manager, Effectiveness and Fan Insights

in Entertainment

May 5, 2022

After years of continual growth and opportunity, 2022 is the first year that subscription streaming services are beginning to face serious headwinds. Gemba’s Insights team have published the third edition of ‘Winning the Streaming Wars’, a report that deep dives into the current state of the streaming category and looks ahead at what the future will hold.

Highlights include:

  • The Australian streaming market has finally reached a point of saturation, with the penetration of large services such as Netflix and Spotify declining for the first time
  • The cost of services is becoming an issue, with the average monthly spend increasing by 7% from $46 to $49. This uplift has coincided with significantly higher levels of churn
  • Our research shows consumers motivation to save money is greater than their aversion to in-service advertising, setting the scene for the introduction of ad supported models in Australia

Download the full report here.