Streaming can help win back lost audiences to broadcast TV

Josie Tutty

Research into Australia’s changing video content consumption habits and an overview of opportunities in the nascent advertising video on-demand (AVOD) space.

In Australia, 66% of households have a streaming service. The region is the most highly penetrated Netflix market in the world at 51%, even higher than in the US, according to figures revealed by Ampere Analysis' Guy Bisson at the Future TV Advertising Forum (Sydney, February 2020).

This presents a challenge for commercial broadcasters, which are currently losing a third of the Australian 'viewing day' to streaming services. While around two-thirds of viewing remains with the ‘traditional’ players, there’s no denying that subscription video on-demand (SVOD) is having a direct substitutive effect on broadcast TV viewing, according to Ampere’s analysis....

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