More of us are agreeing to pay a subscription fee to Streaming services, because Free to Air does not offer enough quality and has too many ads.
The results of the ninth annual TV Tonight Audience Inventory suggest Netflix and Stan increased their subscriber base over the last 12 months.
A year ago 49% of readers were Netflix subscribers, a figure that now rises to 59%. While Stan enjoyed 26% of subscribers it too lifts to 31%. But around a third of readers still do not subscribe to any SVOD.
Newcomers Foxtel Now and Amazon Prime are both sitting under the 10% margin.
Netflix is the only SVOD we regard as an Excellent service, although it should be noted while the majority of readers rated Stan as Not-Applicable, it still fared strongly as Excellent or Very Good.
Pricing, content and device capability are still the biggest deciders in choosing an SVOD service. A new topic on Fast-tracking same day as US / UK was also considered Very Important. There is some division on the value of Australian content between those who seek it and those who are only subscribing to SVOD for international content.
Only 18% of readers indicated they had cancelled or modified their Pay TV due to SVOD services, with an impressive 46% saying their Pay TV subscription was unchanged.
Here are this year’s results, with those that have shifted more than 2% noted below.
* denotes multiple answers allowed
Which of the following do you watch regularly?*
Free to Air Commercial 72%
Free to Air Public Broadcaster 56%
Pay TV 56%
Streaming (subscription) 55%
Community TV 3%
Up: Streaming, Pay TV
Down: Free to Air
Do you currently subscribe to Streaming (SVOD) services?*
Do Not Subscribe 34%
Foxtel Now 9%
Amazon Prime 7%
Up: Netflix, Stan
Down: Do Not Subscribe
(NB: Foxtel Now, Amazon are new entries)
Which Foxtel Now package do you subscribe to?*
Don’t Have Foxtel Now 89%
Premium Sport 3%
Premium Movies 1%
Do you legally access overseas streaming services?*
BBC iPlayer 5%
Amazon Prime 3%
HBO Now 2%
Do you buy TV or Movies online such as through Apple TV or iTunes?
Yes occasionally 24%
Yes frequently 5%
Yes but just one title 3%
Yes Movies 3%
Up: Yes occasionally
Reasons for accessing Streaming TV *#
Free to Air does not offer enough quality 38%
Free to Air has too many ads 33%
I do not subscribe to SVOD 31%
I want access to their exclusive shows 29%
Free to Air does not stick to a consistent schedule 24%
Free to Air does not offer enough quantity 16%
Free to Air does not play series in full 15%
Pay TV is too expensive 14%
Illegal downloading is now too risky 4%
Cannot get Pay TV installed in my residence 1%
What criteria is important to you in selecting a Streaming service?* (result denotes majority of responses)
Amount of content
Range of content
Works well with my devices
No lock-in contract
Same day as US / UK
Ability to binge
Trying with free trial first
Australian content (tie)
Australian content (tie)
Word of mouth
Up: Australian content
Down: Trying with free trial first, Word of mouth
Rate the Streaming services you have tried* (result denotes majority of responses)
Have SVOD services made you change your Pay TV subscription?#
No my Pay TV is unchanged 46%
I have not subscribed to Pay TV 34%
Yes I downgraded my Pay TV subscription 12%
Yes I cancelled my Pay TV subscription 6%
All results have been rounded.
# denotes question variation from 2016 survey making trends unable to be compared
There were 1003 surveys completed.
Tomorrow: Pay TV results