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In 2014, just over ** Australian households owned a television, with this number forecasted to increase to ** by 2019. Television ownership in Australia has been on the rise since the introduction of TV broadcasts in the country in 1929. With the rise of internet streaming and subscription video on demand (SVoD) services, traditional free-to-air and pay television broadcasters have had to compete and adapt to new consumer digital watching trends.

Changing viewing habits

While there has been a shift towards streaming content on demand, live programming still accounted for a large share of the time spent watching television in the county. However, Australians, especially the younger generations, are moving towards online television viewing at a rapid rate, changing the television landscape across the country. The local content industry has faced decreasing investment over the past years, at the same time as facing increasing competition from international online platforms.

SVoD in Australia

SVoD services, such as Netflix, Stan and Amazon Prime, were forecasted to continue building their subscriber base across the country. Netflix, currently the dominating platform in the SVoD market in Australia, was estimated to have almost * subscribers by 2022. By the same year, the value of the subscription TV market, valued at ** Australian dollars in 2017, was forecasted to increase by ** percent. In contrast, the free-to-air TV market was forecasted to continue its decline in value.