The television and video-on-demand landscape in Australia has transformed dramatically over the past decade. By 2017, the shift from traditional Pay TV to IPTV (Internet Protocol Television) and SVOD (Subscription Video on Demand) platforms was well underway, changing the way Australians consume content. This guide provides a deep dive into the state of pay TV, IPTV, and SVOD subscribers in Australia in 2017, examining trends, subscriber numbers, the impact of these platforms, and how they shaped the broader television industry.
The Changing Face of Television in Australia
In 2017, Australia saw a pivotal shift in television viewing habits. As internet connectivity improved and consumers sought more flexible viewing options, traditional pay TV platforms began to lose their monopoly. IPTV and SVOD emerged as popular alternatives, offering on-demand content, affordability, and increased convenience.
The Decline of Traditional Pay TV
For decades, traditional pay TV services, such as Foxtel, dominated the Australian market. These services typically offered bundles of channels for a monthly subscription fee. However, by 2017, the number of pay TV subscribers in Australia began to decline as viewers gravitated toward more modern streaming options. This decline was driven by several factors:
- Cost: Pay TV subscriptions were often more expensive than newer alternatives like IPTV and SVOD services.
- Content Flexibility: Traditional pay TV services lacked the flexibility that internet-based services offered, where viewers could watch content anytime and on any device.
- Rise of Competitors: As IPTV and SVOD providers entered the market, they offered a more consumer-friendly, customizable experience, giving viewers more control over what they watched and when.
The Rise of IPTV
IPTV, which delivers television content over the internet rather than traditional satellite or cable, gained significant traction in 2017. IPTV offers live broadcasts, on-demand video, and a variety of additional services like DVR functionality.
Key IPTV platforms such as Fetch TV allowed users to access both free-to-air channels and premium content. Fetch TV, in particular, benefited from its integration with telecommunications providers, helping boost IPTV subscriptions across the country.
Advantages of IPTV Over Traditional Pay TV
- Interactive Viewing Experience: IPTV provided an interactive interface where users could record, pause, and rewind live TV.
- Multiscreen Viewing: Viewers could watch content on multiple devices such as smartphones, tablets, and computers.
- Affordability: Compared to traditional pay TV, IPTV services often offered more competitive pricing models, especially when bundled with internet plans.
By the end of 2017, IPTV subscribers in Australia had increased to over 2 million, reflecting the growing demand for internet-based content delivery.
The Surge in SVOD Subscribers
SVOD services like Netflix, Stan, and Amazon Prime Video became household names in Australia by 2017. SVOD allowed users to pay a monthly subscription for unlimited access to a vast library of on-demand content, including movies, TV shows, and exclusive original series.
SVOD’s Popularity Drivers:
- Content Variety: SVOD platforms offered a large selection of content that catered to a wide range of tastes, including Hollywood blockbusters, indie films, documentaries, and critically acclaimed TV series.
- Exclusive Content: Platforms like Netflix and Amazon Prime invested heavily in producing original shows and movies that couldn’t be found elsewhere, making them a must-have for entertainment lovers.
- Flexible Viewing: With no fixed schedules, SVOD allowed users to watch content whenever they wanted, on multiple devices.
SVOD Subscriber Growth in 2017
By the end of 2017, there were over 4.5 million SVOD subscribers in Australia. Netflix was the dominant player, boasting the largest share of the market, while homegrown competitor Stan and Amazon Prime Video also contributed to the boom in SVOD adoption.
The Competitive Landscape of IPTV and SVOD Providers
The IPTV and SVOD markets in Australia were highly competitive in 2017, with multiple platforms vying for subscribers.
Leading IPTV Providers in Australia:
- Fetch TV: Offered a mix of free-to-air and premium content, with partnerships with telcos such as Optus and iiNet.
- Foxtel Play: Foxtel’s answer to the IPTV shift, allowing subscribers to stream Foxtel channels without the need for traditional satellite or cable connections.
Leading SVOD Providers in Australia:
- Netflix: By far the most popular SVOD service, with a vast library of content and a significant global presence.
- Stan: A locally-produced SVOD service that catered to Australian tastes, offering international content and exclusive local productions.
- Amazon Prime Video: Entered the market with a smaller catalog but quickly gained traction due to its affordable pricing and inclusion in the broader Amazon Prime membership.
Market Statistics: Pay TV, IPTV, and SVOD Subscribers in 2017
By the end of 2017, the total number of Australian subscribers across Pay TV, IPTV, and SVOD platforms reflected the broader shift toward internet-based content delivery.
| Platform | Number of Subscribers (2017) |
|---|---|
| Traditional Pay TV (Foxtel, etc.) | 2.8 million |
| IPTV (Fetch TV, Foxtel Play, etc.) | 2 million |
| SVOD (Netflix, Stan, Amazon, etc.) | 4.5 million |
These figures highlight the decline of traditional pay TV and the surge in demand for streaming alternatives such as IPTV and SVOD.
Year-on-Year Growth Trends
- Pay TV: Declined by 5% compared to 2016, as users shifted to more affordable streaming options.
- IPTV: Grew by 12% in 2017, driven by partnerships with internet service providers.
- SVOD: Saw an explosive 25% growth, thanks to the strong presence of Netflix and aggressive marketing by local players like Stan.
The Impact of Streaming on Australian Viewership Habits
The widespread adoption of IPTV and SVOD services in 2017 significantly impacted how Australians consumed media content. Several key trends emerged:
Cord-Cutting
Many Australians opted to “cut the cord” by cancelling traditional pay TV subscriptions in favor of IPTV or SVOD services. This trend was particularly prevalent among younger generations who favored the flexibility and affordability of on-demand streaming.
Multiscreen Viewing
With IPTV and SVOD services available on a variety of devices, Australians began to engage in multiscreen viewing. This meant watching content on smartphones, tablets, and laptops in addition to traditional television sets.
Original Content Production
The rise of SVOD platforms pushed both international and local providers to invest heavily in producing original content. Netflix, for example, produced a number of original series tailored to Australian audiences, further driving SVOD subscriptions.
Future Outlook for IPTV, Pay TV, and SVOD in Australia
Looking beyond 2017, it was clear that the growth of IPTV and SVOD services would continue to reshape the media landscape in Australia. Traditional pay TV was likely to face further declines as more viewers embraced internet-based content delivery.
The Evolution of IPTV and SVOD
IPTV and SVOD platforms were expected to continue evolving, offering better technology, more personalization, and an increasing variety of content. As internet speeds in Australia improved, particularly with the rollout of the NBN (National Broadband Network), streaming quality and availability would only improve.
Challenges for Traditional Pay TV Providers
For traditional pay TV providers, the challenge would be retaining customers in the face of stiff competition. Bundling services, offering more competitive pricing, and providing unique content could help them remain relevant in a rapidly changing market.
Conclusion
The year 2017 marked a significant turning point in the Australian TV and video-on-demand landscape. With traditional pay TV on the decline and IPTV and SVOD services on the rise, Australians embraced new ways of accessing entertainment. The competitive nature of the market, combined with growing consumer demand for flexibility and content variety, ensured that the future of IPTV and SVOD in Australia would remain bright.
As IPTV and SVOD continue to evolve, keeping up with industry trends, consumer preferences, and emerging technologies will be crucial for both service providers and viewers alike.
Frequently Asked Questions (FAQs)
How many Australians subscribed to IPTV and SVOD services in 2017?
In 2017, Australia had around 2 million IPTV subscribers and over 4.5 million SVOD subscribers, reflecting the growing popularity of internet-based streaming services.
What caused the decline of traditional pay TV in Australia in 2017?
The decline of traditional pay TV was driven by high costs, lack of content flexibility, and the rise of more affordable and convenient alternatives like IPTV and SVOD.
What are the main differences between IPTV and SVOD?
IPTV provides live TV over the internet, similar to traditional broadcast services but with more flexibility, while SVOD (Subscription Video on Demand) platforms like Netflix and Stan offer on-demand content without live TV.
Which IPTV and SVOD platforms were most popular in Australia in 2017?
Popular IPTV platforms included Fetch TV and Foxtel Play, while SVOD services like Netflix, Stan, and Amazon Prime Video led the market.
Why did Australians prefer SVOD over traditional pay TV in 2017?
Australians preferred SVOD because it offered a wider range of content, flexibility to watch anytime on multiple devices, and lower monthly costs compared to traditional pay TV subscriptions.
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Credit Website: www.immi.homeaffairs.gov.au