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Australia streaming market share analysis Q2 2021: Netflix, Disney+, Amazon Prime Video, Hulu, Apple TV+ and more

1 August, 2021

Wondering who is winning in the streaming wars in Australia in Q2, 2021?

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

Australia Digital Original Genre and Subgenre Preference

  • Australia is one of the most comedy-loving markets we are covering this quarter. In Q2 2021, 17.1% of demand for original series was for a comedy, placing it behind only the US in this report
  • Similarly, Australia trailed only the US in its share of demand for documentary originals. Its 5.7% share of demand for this genre was the second largest in this report.
  • The share of demand Australian audiences give to the reality (3.7%) and horror (3.0%) genres is above the global average for these genres – 2.7% and 2.6% respectively.
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  • The popularity of comedy in Australia is evident in the top subgenres for the quarter. Sitcom, comedy drama, and animated comedy were all among the top 10 most in-demand subgenres.
  • Australia was unique in this report as the only market where the sitcom subgenre outranked comedy drama. Not only is comedy highly in-demand here but comedy preferences are distinct from other markets.
  • Thriller was the fourth most in-demand subgenre in Australia in Q2 2021. This is higher than its global rank (5th).
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Australia Platform Demand Share and Digital Originals Demand Distribution

  • Australia was one of two markets covered in this report where demand for Netflix originals fell below 40% for the quarter. While still the largest platform share in this market, Netflix’s share has been on a steady downward trend here over the past two years.
  • Apple TV+ achieved the highest share of demand for its originals in Australia of markets in this report. Apple TV+ originals accounted for 8.0% of demand for all digital originals here.
  • Paramount+ originals also accounted for a larger share of demand in Australia than in other market in this report, making up 4.9% of demand for digital original series. The popularity of Paramount+ content beyond just the Star Trek franchise (such as The Good Fight) helped drive demand in Australia.
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  • In Q2 2021, the most in-demand digital original series in Australia is The Falcon and the Winter Soldier, with 21.6 times the demand of the average show.
  • The Netflix reality show, Love on the Spectrum, ranked higher in Australia than in any other market in this report as the 62nd most in-demand digital original.
  • The Stan original, Wolf Creek (a spinoff of the horror movie franchise) had 2.1 times the demand of the average series in Australia this quarter.
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Australia Platform Demand Share for Drama & Action/Adventure Digital Originals

  • Australian audiences gave 9.6% of demand for digital original dramas to original series from Apple TV+. This is a larger share of demand for the platform than in any other market in this report.
  • Three platforms – Hulu, HBO Max, and Paramount+ achieved their second largest share of demand in this report for digital original dramas in Australia.
  • Australia was one of two markets in this report where Netflix accounted for less than 50% of demand for drama originals. Netflix’s demand share in this market is under pressure from the success of multiple other platforms here.
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  • As with nearly all markets in this report, Disney+ originals accounted for the largest share of demand for action/adventure originals in Australia. Original series from Disney+ made up 43.5%of demand for original series in this genre here.
  • In this report, Paramount+ achieved its second largest share of demand for action/adventure originals in Australia with a 5.1% share.
  • In Australia, the share of demand for original HBO Max series in the action/adventure genre (14.0%) was larger than the platform’s global share of demand in this category (11.5%).
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Top Digital Original Series in Australia

Here are the top 20 most in-demand streaming original series in Q2 2021 across all platforms in Australia:

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