Australians Say They’re Overloaded by Streaming Content

Australian consumers are feeling overwhelmed with the rapid growth of content streaming options, according to Deloitte’s eighth annual Media Consumer Survey. 

There are more than 12 television and movie services and eight music streaming services available in Australia and this number will soon rise as new players enter the market.

Kimberly Chang, Deloitte’s lead Technology, Media and Telco partner, says the rapid change in the digital landscape is not about to stop. 

“Consumers are continuing to have to manage an increasingly complex content environment,” she says. 

The survey of 2,000 Australian found that half (50%) of those with subscription-video-on-demand (SVOD) services say they need more than one service to get the content they want.

Australians subscribe to an average of 1.5 paid video streaming services.

Almost half (46%) find it hard to know what content is on what service, and 75% want to be able to search for all content in one place.

This puts the organization or platform that can offer a true aggregation option in a very strong position to win over consumers and drive high user satisfaction.

“Pay TV providers, telcos and digital giants such as Amazon and Apple TV are perfectly positioned to develop their existing services and become aggregation power houses,” she says.

“As rights shift and new services launch, content is becoming even more dispersed, creating serious challenges in both experience and expense.”

Families who want to watch Disney for the children, the latest seasons of Game of Thrones, premier league sports matches and ad-free music and podcasts could pay upwards of $70 a month.

Source: Deloitte