Question 1

Is broadcast television still the most effective way to reach a mass audience?

Accepted Answer

Free-to-Air (FTA) remains the market leader with a combined broadcast and BVOD reach of 85%. However, the shift to digital is accelerating as broadcast-only reach has declined to 75%, necessitating a platform strategy that prioritizes app-based delivery.

Question 2

Has the subscription streaming market reached its peak?

Accepted Answer

The SVOD market is showing clear signs of maturity and saturation, with Netflix penetration stalling at 62%. A significant 20% of households now intend to cancel at least one service in the coming year, which is expected to result in a 6% net decline in total market subscriptions.

Question 3

What is the current ceiling for household digital media spend?

Accepted Answer

Australian households currently spend an average of $38 per month on SVOD services. This expenditure is spread across an average of 2.2 services per household, suggesting limited wallet share for new entrants without displacing existing providers.

Question 4

How significant is the threat from social video platforms like TikTok?

Accepted Answer

TikTok has rapidly scaled to a 38% household reach, establishing itself as the second-largest AVOD player behind YouTube's 61%. This growth represents a fundamental shift in consumption patterns toward short-form social video at the expense of traditional long-form providers.

2023 Consumer Media Survey: Video Viewing

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