Insights

The evolution of Australia's TV & Streaming Landscape: Key Audience Trends and Consumer Insights for Major Platforms

1 July, 2023

2022 Insights - Full Year

Australia television and streaming market share analysis 2022: Netflix, HBO, CBS, NBC, and BBC.

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Presented below is the section for Australia from The Global Television Demand Report. Enjoy!

Australia digital original genre and subgenre preferences

  • Australians had the lowest share of demand for children’s content in this report–6.0%.
  • With a 15.1% share of demand for comedies, Australia was one of four markets in this report that had a greater than 15% share of demand for this genre, which is higher than the global average (13.8%).
  • Australia had the second largest share of demand for the reality genre (13.5%), behind only the US in this report
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  • Australia was one of five markets in this report where crime drama was the most in-demand subgenre of 2022. The others were Italy, the UK, Canada, and Spain.
  • Mystery drama ranked as the tenth most in-demand subgenre in Australia. This was the only market in this report where the subgenre ranked in the top ten.
  • Sitcom ranked as the second and comedy drama as the fourth most in-demand subgenre in Australia last year, a higher rank than in most markets.
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Australia platform demand share and digital originals demand distribution

  • Content from HBO performed very well in Australia where it accounted the second-largest share of demand for originals in this report with 6.0%, ranking higher than the brand’s global share (4.9%).
  • The share of demand for BBC content in Australia (5.3%) was the second largest of markets in this report. While not near as large as the BBC’s demand share in the UK, the 5.3% share is still well above most markets.
  • CBS series are popular in Australia. The share of demand for this channel’s series was the third largest in Australia and its 5.9% share here was larger than any other market in this report except Canada where it also reached a 5.9% share.
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  • Even though Australians had the lowest share of demand for children’s content, the local children’s series Bluey,was the most in-demand Australian original and managed to find success around the world as well.
  • The HBO Max comedy, Our Flag Means Death, reached its highest rank in Australia in this report. It was the sixth most in-demand show of the year and had 18.41x demand.
  • Aussie Gold Hunters is a local documentary series following gold miners in Australia. While it has been especially popular in its home market (9.37x demand in 2022) it has also found fans in markets around the world.
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Top digital original series in Australia

Here are the top 20 most in-demand streaming original series in 2022 across all platforms:

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2021 Insights - Full Year

The leading SVOD platforms in Australia 2021: Netflix, Amazon Prime Video, Disney+, Hulu, Apple TV+ and more.

Please subscribe to DEMAND360LITE to access the latest version of The Global Television Demand Report and to discover the latest content analytics and trends for TV series on cable, broadcast, OTT and SVOD streaming platforms around the world.

Presented below is the section for Australia from The Global Television Demand Report. Enjoy!

Australia digital original genre and subgenre preferences

  • With a 16.8% share of digital original demand for comedies, Australia was one of the top three mostcomedy loving markets in this report.
  • Audience demand for digital originals in Australia closely mirrors the average demand breakdown acrossgenres for countries in this report.
  • Animation was one of the fastest growing digital original genres in Australia this year, increasing to a 6.7%share of demand from 4.7% in 2020.
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  • As in five other markets in this report, superhero series was the most in-demand digital original subgenre inAustralia in 2021.
  • Thriller was the third most in-demand subgenre in Australia in 2021. This is the highest rank for thesubgenre in this report, which it also achieved in Spain.
  • Romantic dramas also succeeded in Australia this year. It was the 9thmost in-demand subgenre for the yearin Australia and only ranked in the top ten subgenres in two other markets in this report.
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Australia platform demand share and digital originals demand distribution

  • Of all markets in this report, Australian audiences expressed the highest share of demand for digital originalseries from Amazon Prime Video and Apple TV+, with 11.5% and 9.1% respectively.
  • However, these platforms have been moving in opposite directions. Amazon Prime Video’s share of demandis down from 13.1% in 2020 while Apple TV+ is up from 5.8%.
  • Netflix had the lowest demand share for the year in Australia of markets in this report. 38.6% of demand fordigital originals in Australia was for a Netflix original, well below the platform’s 47.1% share of demandglobally. The platform’s share of demand has declined consistently throughout the year from a high of 44.8% in January 2021.
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  • In 2021, the most in-demand digital original series in Australia is The Mandalorian, with 22.42 times the demand of the average show.
  • Australians’ love of comedy can be seen in some of the most in-demand shows of the year. Comedies like Star Trek: Lower Decks and Hacks ranked higher in Australia than in any other market in this report.
  • Ted Lasso, the globally popular comedy from Apple TV+, had 15.42 times the average series demand inAustralia this year. It ranked as the third most in-demand original series in Australia, the show’s joint highest rank in this report which it also achieved in Canada.
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Australia platform demand share for drama and action/adventure digital originals

  • Netflix has by far the smallest share of demand for drama originals in Australia of markets in this report (44.7%). Its share has trended down through the year and hit an all time low of 38.4% in December 2021.
  • With a 12.9% share, Amazon Prime Video originals made up a larger share of demand for dramas inAustralia than in any other market in this report. The platform achieved a larger share of demand inDecember 2021 (15.9%) than at any point in the past two years.
  • Hulu also saw a surge in demand for its dramas at the back half of the year. In September, Hulu’s dramas accounted for 16.4% of demand for digital original dramas, the platform’s largest share in two years.
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  • Similar to the drama genre, there was weak demand for Netflix’s action/adventure originals in Australia. The platform’s 21.7% share of demand in this genre was the second smallest of markets in this report.
  • As with all markets covered in this report, Disney+ originals made up the largest share of demand for action/adventure originals in Australia. Australia was one of four markets in this report where the demand share for Disney+ originals exceeded 40%.
  • Accounting for a 5.7% share of demand for action/adventure originals, Paramount+ achieved its secondlargest demand share in Australia of markets in this report.
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Top digital original series in Australia

Here are the top 20 most in-demand streaming original series in 2021 across all platforms:

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2020 Insights - Full Year

Australia streaming market share analysis 2020: Netflix, Amazon Prime Video, Hulu, Disney+, Apple TV+ and more.

Please subscribe to DEMAND360LITE to access the latest version of The Global Television Demand Report and to discover the latest content analytics and trends for TV series on cable, broadcast, OTT and SVOD streaming platforms around the world.

Presented below is the section for Australia from The Global Television Demand Report. Enjoy!

Australia digital original genre and subgenre preferences

  • In 2020, 44.5% of demand for digital originals in Australia was expressed for a drama series. This is one of the lowest shares of demand for drama of markets in this report.
  • Audience demand for digital originals in Australia closely mirrors the average demand breakdown across genres for countries in this report.
  • Similar to other English speaking countries, Australian audiences express an above average share of demand for documentary digital original series.
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  • Sci-fi drama is the most popular digital original subgenre in Australia in 2020, the same as it was in 2019.
  • Australia was one of three countries in this report where the superhero series subgenre was the second most in-demand subgenre for 2020.
  • Australian subgenre tastes were most similar to those of the Canadian market. The order of the top five subgenres is the same between these markets.
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Australia platform demand share and digital originals demand distribution

  • Of all markets in this report, Australian audiences expressed the highest share of demand for digital original series from Amazon Prime Video and Apple TV+, with 13.1% and 5.8% respectively. Both platforms increased their demand share in Australia from last year.
  • Netflix had the lowest demand shares for the year in Australia of markets in this report. Here it captured only 47.6% of demand for digital original series in 2020. This is well below its global average share 53.5%.
  • Following the disruption of Disney+ and Apple TV+ entering the market at the end of 2019 Netflix’s demand share in Australia stabilized around 50%. However, faced with competitive threats on multiple fronts, the leading SVOD’s share began to decline again in August 2020.
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  • In 2020, the most in-demand digital original series in Australia is The Mandalorian, with 26.4 times the demand of the average show.
  • The Test: A New Era for Australia’s Team, is an Amazon Prime Video sports documentary released in March of 2020. This was well-timed and, like other sports series, it received a boost from fans looking to replace live matches cancelled by COVID-19. In 2020 this show had 3.3 times the demand of the average series.
  • The Commons, an original from the Australian SVOD Stan did well in its home market. For 2020 it was 2.7 times more in-demand than the average series.
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Australia platform demand share for drama and action/adventure digital originals.

  • In Australia, Netflix had the lowest share of demand for digital original dramas of all markets in this report. With 51.0% it accounts for just over half of all demand expressed for digital original dramas.
  • Of all markets in this report, Australian audiences expressed the highest share of demand for digital original dramas from Amazon Prime Video (14.2%).
  • In the trend chart we can see that although Apple TV+ made a sizeable dent in other platforms’ demand share when it launched in 2019, it has been under pressure since then. In the final month of 2020, it had half the demand share that it did in December 2019.
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  • Similar to the drama genre, Netflix’s 28.2% share of demand for action/adventure originals in Australia was the smallest of all markets in this report.
  • Amazon Prime Video has a 16.3% share of demand for action/adventure digital originals in Australia. Along with Brazil, this is the joint highest share for the platform among markets in this report.
  • While Netflix has the largest action/adventure demand share for the entire year, that has not been evenly spread across the year. Disney+ was the dominant platform in Australia when The Mandalorian was releasing episodes while Netflix’s demand share spiked around The Umbrella Academy and The Witcher releases.
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Top digital original series in Australia

Here are the top 20 most in-demand streaming original series in 2020 across all platforms:

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2020 Insights - Q3

Parrot Analytics Genre Trend reports reveal which genres and subgenres appealed to a market's audiences the most during the quarter.

The key questions investigated in this report include:
1. Which genres are most in-demand for Australian audiences this quarter?
2. How do genre trends in Australia compare to global trends for the quarter?
3. Which subgenres are most in-demand for Australian audiences this quarter?
4. For only digital original series, what genres are most demanded by Australian audiences this quarter and how is this different to the overall shares?

For all titles, which genres are Australian audiences demanding most?

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  • Between July and September 2020, audiences in Australia expressed the most total demand for series in the drama genre. 39.2% of demand expressed was for a series in this genre. Australia’s most demanded drama in these three months is the sci-fi drama The 100.
  • Comedy is the second most demanded genre with a 15.2% share of audience attention. From July to September, NBC’s Brooklyn Nine-Nine is Australia’s most in-demand comedy series.
  • Reality is close behind comedy as the third most in-demand genre in Australia with a 14.5% demand share. Of the remaining genres, each captured less than 10% of Australian audiences’ attention during the quarter.

How do Genre Demand Shares in Australia compare to global trends?

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  • When genre demand shares in Australia are compared to worldwide shares, we see drama series are less demanded in this market. The demand share from Australian audiences for drama is -3.4% lower than the worldwide average demand share.
  • In Australia, the reality genre captures a larger share of attention compared to the global average. In Australia, the demand share for reality is +5.3% greater than the global share. Between July and September, the most demanded reality series in Australia was the Australian version of The Voice.
  • For all other genres, the difference between the global and Australian demand shares is less than +/- 1%. This suggests that, aside from drama and reality, Australian genre preferences are largely similar to the global average.

For all titles, which subgenres are Australian audiences demanding most?

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  • Despite drama’s demand share being lower than the global average, it is accounts for the largest share of demand in this market. This is apparent here where the most in-demand subgenre for the quarter is crime drama.
  • In global trends, thriller is the 9th most in-demand subgenre for the quarter. In Australia however, the 9th most in-demand subgenre is competition reality. This is the most in-demand reality subgenre this quarter, accounting for 2.4% of total demand.
  • Demand in Australia for sitcoms and comedy dramas helped make comedy the second most in demand genre in Australia between July and September. In particular, sitcoms accounted for 7.3% of total demand here compared to the global average of 6.8%.
  • Children’s (school age) content was the 4th most in-demand subgenre in Australia during the quarter with a 4.1% share of total demand. The most in-demand school age show during this time is PAW Patrol.

For digital original titles, which genres are Australian audiences demanding most?

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  • Looking now at only digital original series, the Australian demand share for drama remains the largest of all the genres. Compared to the drama share for the overall market of 39.2%, the share for digital original dramas is even higher at 42.0%.
  • The demand for action and adventure series increases substantially for the digital original market compared to the overall market, going from a 7.3% share to a 19.7% share. Between July and September, the most in-demand action and adventure digital original for Australian audiences is Disney+’s The Mandalorian.
  • Reality accounts for a significantly smaller share of demand among digital originals in Australia (2.9%) compared to its total share among all series (14.5%). Interestingly, reality series made in Australia account for 40.2% of Australian demand for all locally produced content. This could indicate an opportunity for more digital original reality content to satisfy Australian’s hunger for the genre.

This report is intended as a high-level overview of genre trends in this market. To access more granular genre demand trends for specific platforms, types of titles, timeframes and more, please contact your Parrot Analytics representative.

2020 Insights - Q2

Parrot Analytics SVOD platform trend reports reveal which SVOD’s digital original series are appealing most to audiences in a market during these three months, dive deeper into how this looks for the dynamic action and adventure genre and shed light on the overall size of digital original series within the entire market.

The key questions investigated in this report:

1. Are Australian audiences demanding more linear or more digital content?

2. Which SVOD’s original series are demanded most by Australian audiences and how is this evolving?

3. In the action and adventure genre, which SVOD’s original series are demanded most by Australian audiences and how is this evolving?

Are Australian audiences demanding more linear or digital content?

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• In the Australian market, 14.7% of all demand is expressed for a digital original series. The majority of audience demand, 85.3%, is expressed for shows from linear networks.

• However, per-unit digital original series punch above their weight. Digital originals make up 13.5% of all titles in this market compared to the 14.7% demand share, making them about 9% more effective at attracting audiences than linear series.

• Over the same period, the global demand share for digital originals is 17.2%, indicating digital original series still have room to grow their Australian market share.

Which SVOD’s original series are most in-demand by Australian audiences?

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• Netflix original series have a 47.3% demand share in the Australian market this quarter. This is one of the few markets worldwide where the Netflix share is less than 50%.

• With 5.6% of the demand for digital original shows, Disney+ over-performs in Australia compared to worldwide preferences. Globally, DC Universe originals are preferred to Disney+.

• This difference is likely due to Australia being one of the earliest launch markets for Disney+, giving the service time to penetrate the market.

The next chart shows how the demand shares for these five platforms have evolved over the past 12 months:

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• The trend over time shows how the Australian launch of both Disney+ and Apple TV+ in November 2019 reshaped the digital original landscape

• Demand share leader Netflix was strongly affected, losing 8.7% share from October to December 2019. However, the Netflix demand rallied in January 2020 and has held stable in Australia since.

• Reflecting the ever-increasing number of players in the Streaming Wars, there is a slight uptick in the share for originals from other SVOD platforms at the end of this quarter. Star Trek: Picard from CBS All Access is the most in demand of these titles; as this platform does not operate in this market Australians can view the series on Amazon Prime Video.

Which SVOD’s Action and Adventure original series are demanded most by Australian audiences?

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• Unlike the overall Australian digital original market, CBS All Access originals have one of the five largest shares of the action and adventure genre.

• The 20.2% demand share for Netflix in this genre is significantly smaller than the global average share of 32.2%. In this genre, DC Universe series lead with a 31.1% demand share. Titans is the most demanded DC Universe original this quarter with Aussies and in-market is available on Netflix.

• In line with the result for all genres, Disney+ series also over-index in this genre, with Australia’s 16.7% share this quarter higher than the global average of 12.6%.

The next chart shows how the action and adventure demand shares for these five platforms have evolved over the past 12 months:

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• In the 12-month trend, we can see how Australian demand for DC Universe originals grows over the most recent three months. In this quarter, high demand for Titans is joined by increased demand for new series DC’s Stargirl.

• The arrival of Disney+ had a greater effect in this genre than in the overall market. In December 2019 when The Mandalorian released its finale, Disney+ peaked with a 32.1% demand share of action and adventure originals.

• Compared to the overall Australian digital original market, a much smaller proportion of demand in this genre comes from other platforms. One reason for this is that action and adventure series tend to use a large amount of costly special effects, resulting in a high barrier to entry.

This report is intended as a high-level overview of the SVOD market in this country. To access more granular platform demand trends for specific platforms, genres, timeframes and more, contact your Parrot Analytics representative.

Need more information? Check out our daily updated TV series popularity data for Australia.


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