Subscription television accounts for one-third of the local broadcast industry and contributed $2.9 billion to the economy, according to the Australian Subscription Television and Radio Association (ASTRA).
The ASTRA FY24 Economic Contribution Report, completed by Deloitte Access Economics, found that 91% of Australians watch online video content in any given week.
Viewing of paid subscription streaming services has risen to 69% in 2017 from 29% in 2017.
The age group driving increased viewership of online video services is 35+.
The average number of subscription services used to watch content has increased to 4.3 in 2024 from 3.6 in 2023.
More than a million hours of subscription television content was distributed in FY24, up 31% from 2022.
“Subscription television is the quiet achiever of the Australian broadcast industry. It contributes one-third of the economic value added of the industry and is a major driver of investment, innovation and choice for Australian audiences,” said ASTRA Chairman Patrick Delany.
“What this report makes clear is that we are in the midst of a media revolution in which Australians are now choosing subscription television first, based on its premium content, world-class coverage, and viewing experiences tailored to today’s audience viewing habits.
“The investment being made by subscription television not only gives audiences access to the sport, blockbuster entertainment and trusted news they love, but it makes a significant contribution to local jobs, local production, and underpins Australia’s creative sector.”
The report comes as the subscription television industry announced a number of new productions and broadcast agreements, including The Great Australian Bake Off S9, The Brenden Abbott Project, The Twelve S3: Cape Rock Killer, Selling Houses Australia S18, The Real Cost of Net Zero, Cheng Lei: My Story and Australia: A History.
“While we have been a quiet achiever for almost 30 years, it’s clear that Australians are voting on the future of television with their viewing habits. The data highlights an urgent need for government policy to evolve with the changing media landscape, particularly on issues affecting subscription TV providers,” Delany said.
“It’s critical that government policy keeps pace with the way Australians are choosing to consume their content. This includes the modernisation of policies, such as the anti-siphoning scheme, to reflect today’s technology and viewing habits, not just the protection of legacy business models.
“Australians want real choice and access to the best content. It’s time for policymakers to ensure a level playing field in television, so that all broadcasters – including subscription TV and streaming services – can compete fairly to deliver the sport and entertainment Australians love, while supporting the continued growth of our creative industries.”
ASTRA members supporting the Economic Contribution Report include BBC Studios Australia and New Zealand, Foxtel Group, Sky News Australia, ESPN Australia and Warner Bros. Discovery.
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