Ad-supported streaming boosting Australian subscriptions

Australian households are increasing the total number of streaming services they subscribe to as cheaper ad-supported options kick in, according to survey data from Kantar.

The average Australian household now subscribes to 3.4 video-on-demand services, up from 3.1 a year ago. In comparison, both UK and US subscription rates have stayed the same, at 2.7 and 5.8 services respectively.

The increase in multiple subscriptions may look small, but at around 10% represents a significant collective investment, and coincides with the introduction of ad-supported services from Amazon Prime Video, HBO Max, and Paramount+ into the Australian market.