Recent data reveals a decline in Netflix viewing time and a rise in usage for YouTube, sport-focused platforms and newer services. The streaming landscape is being reshaped as Australians opt for more dynamic and readily accessible content. Younger audiences, in particular, are driving these changes by favouring quick, engaging formats while streaming services compete for attention.
Australia's national television consumption report, compiled by measurement firm OzTAM, monitors household behaviour across various platforms including paid and free streaming services, YouTube and traditional broadcast TV. Over the three months to 30 June, Netflix viewing via televisions dropped by nearly 1% to 8.5%. In the same period, YouTube increased its share from 7.7% to 7.9%. Although Netflix holds a narrow lead, the difference is steadily decreasing.
Other platforms also experienced shifts. Disney+ rose to 2.5% while Amazon Prime Video fell to 2%. HBO Max made its debut in the data through its newly launched Max platform. Sport streaming services saw an uptick as key sporting events returned. Kayo Sports, in particular, saw increased viewership thanks to a full schedule of events, contributing to a 0.8% growth in overall national viewing compared to the previous quarter.
Men aged 18 to 39 remain the biggest users of streaming platforms while older viewers tend to prefer free-to-air broadcast TV. Australian broadcasters' streaming services - such as 9Now, 7plus and ABC iview - had a combined share of 8%, marking a 0.4% decline. These movements suggest lasting changes in viewing habits with different age groups showing clear shifts in platform choice and newer services gaining popularity.
Although OzTAM's StreamScape report is still in its early stages, the findings underscore the intensifying battle for viewers across Australia's media scene. As younger Australians gravitate towards on-demand and sport content, the competition among streaming services is likely to deepen.
