30 September 2025
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A new report by MPA indicates that Australia's video entertainment industry, including TV, VOD, and theatrical sectors, will grow to US$12.3 billion (A$19.6 billion) by 2030, representing a CAGR of 2.8% from 2025, with online video at US$9.4 billion, TV at US$2.3 billion and theatrical at US$571 million. MPA research reveals YouTube commanded 33% of the 7.1 billion minutes streamed across mobile and CTV in 2024, followed by Netflix at 17%, Nine and Foxtel's streaming services at 11% and 9% respectively, with Disney+ and Prime Video each capturing 6% share.
Foxtel and Nine. While YouTube and Netflix lead Australia's streaming landscape, domestic incumbents maintain competitive positions through strategic differentiation. Foxtel leverages premium sports offerings via Kayo, now the second-largest premium VOD platform by revenue. Nine sustains market traction through ad-supported BVOD, capitalizing on local content strengths, alongside its SVOD offering, Stan. The US$3.3 billion premium VOD market remains a critical growth engine, encompassing subscription VOD (SVOD) and broadcaster VOD (BVOD) categories. Seven companies operating 11 platforms – Netflix, Foxtel, Nine, Disney, Amazon, Paramount and Seven – controlled 90% of premium VOD category viewership and revenue in 2024. MPA forecasts this market to exceed US$5.0 billion by 2030, representing a 6.3% CAGR from 2025.
Key drivers of future premium VOD category growth include: (1) Expanding CTV penetration, already reaching 82% of households in 2024; (2) Accelerating investment in premium sports, dramas and movies, with US, UK and local content driving engagement metrics; (3) Continued evolution of ad-supported SVOD tiers, enhancing SVOD ad revenues alongside BVOD advertising growth; and (4) Strategic subscriber acquisition initiatives in 2025, primarily through ad-tier offerings led by Netflix and Amazon Prime Video, complemented by MAX's impressive market entry expected to reach 1.7 million subscribers by year-end. Industry consolidation continues through structural shifts, including Disney+'s ESPN integration and DAZN's Foxtel acquisition. Key market headwinds include inflation, which showed encouraging decline in 2024 but faces pressure as consumer sentiment weakened in April 2025.
Notes:
(1) Revenues exclude all non-video businesses
(2) Foxtel includes Pay-TV and Streaming (Foxtel Now, Kayo and Binge)
(3) Nine Entertainment includes TV, BVOD and Stan revenues.
(4) Seven West Media includes TV and BVOD revenues
(5) Disney includes streaming & theatrical licensing / CP
(6) YouTube revenues include subscription and advertising
Notes:
(1) Total Monthly Unique Reach represents de-duplicated Monthly Active Users (MAUs) across Mobile and CTV, defined as unique individuals engaging with each service at least once per month.
(2) Total Hours are annualized viewing hours
(3) UGC / Social Video only includes YouTube and TikTok
(4) BVOD is 9Now, 7plus, 10Play, ABC iView, and SBS On Demand
(5) SVOD is Netflix, Prime Video, Disney+, Kayo, Stan, Binge, Paramount+, Foxtel Now, Britbox, Apple TV+ and others