Video viewing survey: household consumption across formats to remain stable in the near future

Survey of 1,003 households reveals Netflix dominance at 62% and a shift toward 4K hardware adoption.

Nitish Kumar, PhD · Venture Insights1 February 2021Period: February 20218 min read

Last updated 8 June 2026

62%→

Australian households using Netflix (Feb 2021)

69%↑

Households with an Internet-connected TV (Feb 2021)

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+2more stats

Companies covered:NetflixDisney+StanAmazon PrimeFoxtelFetch TVApple TVTelstra TVGoogleYouTubeBingeKayoOptus Sport

Abstract

This report presents survey results across 1,003 Australian households, highlighting video viewing habits, device usage, and expectations across FTA, Pay TV, Catch-up TV, and SVOD formats. While TV remains the most ubiquitous device, the market is transitioning toward internet-connected and 4K-capable hardware. Netflix maintains a 62% market share, though competition from Disney+, Stan, and Amazon Prime is intensifying. Despite long-term decline forecasts for linear formats, COVID-19 impacts have temporarily stabilized consumption levels.

Key Takeaways

Netflix dominates the Australian SVOD market with 62% household penetration, while Disney+, Stan, and Amazon Prime each hold approximately 20%.
Internet-connected TV adoption has reached 69% of households, though 20% of SVOD/BVOD viewing still occurs on non-TV devices.
Hardware upgrades are accelerating, with 44% of households planning to purchase a 4K or better television set within the next three years.

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Frequently Asked Questions

Netflix maintains a dominant position with 62% penetration among Australian households. While competition from Disney+, Stan, and Amazon Prime is increasing, the broader SVOD sector is positioned for a 9.3% revenue CAGR through 2024.

Connectivity is now a standard feature, with 69% of households currently using an internet-connected TV. This trend will accelerate as 44% of households intend to upgrade to 4K-capable hardware within the next three years.

Household consumption is expected to remain stable across all formats, including FTA and SVOD, over the next 12 months. Despite long-term structural shifts, current data shows 57% of households continue to engage with BVOD and catch-up services.

The TV remains the primary device for video consumption, with an average of 1.83 sets per household. Almost all surveyed households maintain at least one television, confirming its status as the most ubiquitous hardware for media delivery.

Video viewing survey: household consumption across formats to remain stable in the near future

Abstract

Key Takeaways

Frequently Asked Questions

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