Study: More Aussie originals to benefit Netflix
Australia tipped to be one of the countries ripe for expansion into Netflix originals.
- Published by David Knox
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- Filed under Streaming
A study has found that more Australian-made originals on Netflix would benefit the streaming giant.
Ampere Analysis has suggested several international markets are underserved by Netflix’s local-language series and could be the next targets for production investment by the streaming giant.
It identified Australia, Poland, Germany and the Netherlands as territories displaying “the characteristics of underweight markets,” arguing that the market potential in those countries suggests Netflix would benefit from upping its production operations there.
Australia is Netflix’s seventh-largest market, with subscriber figures set to hit 4.5 million by the end of this year.
But Netflix currently has just 12 Aussie original productions, compared to 23 in France, where the streamer has only slightly more subscribers (just more than 5 million). Mexico, which is almost identical in terms of its Netflix subscriber base to the Australian market, has a total of 40 local-language originals.
The study found that “productions with a home-baked Australian flavour will pay dividends in a market with strong SVOD penetration,” especially in the light of the imminent launch of Disney+.
Netflix recently announced a new locally produced drama, Clickbait, through producer Tony Ayres and David Heyman.
Source: Hollywood Reporter
2 Responses
Netflix could utilize the movie soundstages and various locations found around Australia so any new productions do not necessarily have to be ‘Aussie’, sci-fi for example could find a niche if some good producers are encouraged to make their future production base in this country, but it is a highly competitive industry. Netflix still release movies and shows which lack production consistency and the recent Australian made Netflix release ‘Occupation’ is a good example of what not to make if the Australian movie makers and potential showrunners want to showcase their talent.
The difference between Australia and France or Mexico is that there is less of a need or desire for local content in Australia given most content Netflix produces is English language.