Monday, 08 April 2019 10:16

Apple TV+ targets potential Australian market of over 17m: report Featured


Apple’s new streaming TV service, to be known as Apple TV+, and set to debut later this year, has a potential Australian market of more than 17 million, according to a newly published report.

Roy Morgan Research says Apple TV+ will debut into a crowded and growing streaming TV market in Australia, with over 17 million (83.4% of Australians 14+) currently accessing streaming video services or owning Apple-branded devices capable of accessing streaming video devices.

The company says the market of over 17 million includes over 14.7 million (71.8%) Australians who already use streaming video services such as Netflix, Stan, ABC iView and others who would be interested in a new Apple TV+ streaming service. As well, this number includes nearly 11.7 million (57%) Australians who own Apple iPhones and the iPad which run the iOS operating system and who use Apple services and apps capable of accessing the new Apple TV+ streaming TV service.

According to Roy Morgan, analysing this potential market by generation, shows the biggest potential for Apple TV+ is with the 4.6 million millennials who use streaming services or use an Apple device capable of streaming.

This is closely followed by the over four million members of Gen Z and just under four million members of Gen X.

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According to the survey, news and reality TV are the most watched genres for users of Apple devices.

And nearly 60% of the over 17 million Australians who currently access a streaming video service or use an Apple device capable of streaming TV watch the news in an average week, far ahead of any other TV genre.

Second most popular is reality TV, watched by 39% of Apple users while just under a third of Apple users watch current affairs shows (32%), sport (31%), quiz/game shows (30%) or drama (30%).

The survey also reveals that just over a quarter of Apple users watch home/lifestyle/travel shows (28%), comedies (27%) or documentaries (27%) and just under a fifth watch chat shows (19%).

Roy Morgan chief executive Michele Levine said the launch of Apple TV+ later this year was set to add even more competition to the streaming TV market that had grown enormously in Australia over the past five years.

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“The increasingly competitive streaming TV market is about to get even more cut-throat with the impending entry of the world’s first trillion dollar company to the market,” she said.

“Apple TV+ will be able to draw upon Apple’s immense war chest of more than US$$240 billion (over A$340 billion) to create content which Apple announced as ‘cash on hand’ at the end of 2018.

“There is already a large audience of over 17 million Australians (83.4% of Australians aged 14+) that Apple can target who already access streaming TV services or use Apple devices and apps capable of accessing streaming TV services.”

Levine says Roy Morgan has closely followed the success of Netflix in capturing a market of over 11 million Australians after launching just over four years ago in March 2015 “and in recent years competition in the streaming TV market has increased with streaming services offered by the likes of Stan, YouTube Premium and Amazon Prime Video launching and being adopted by millions of Australians”.

“To really make a success of the new Apple TV+ streaming TV service in Australia Apple will need to understand the unique dynamics and preferences that drive Australian TV audiences to choose their favourite content.

“Analysing Roy Morgan’s in-depth media data for Australian users of streaming TV services and Apple devices shows that it is news which is the most widely watched genre. Nearly 60% of Australians accessing streaming services or using Apple devices watch news in an average week, well clear of second placed reality TV seen by 39%.

“To fully grasp what shows appeal to difference audience segments requires a deeper analysis of extensive demographic and media habits data which is collected from over 50,000 Australians per year from the Roy Morgan Single Source survey,” Levine said.

Graphics: courtesy Roy Morgan

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Peter Dinham

Peter Dinham - retired in 2020. He is a veteran journalist and corporate communications consultant. He has worked as a journalist in all forms of media – newspapers/magazines, radio, television, press agency and now, online – including with the Canberra Times, The Examiner (Tasmania), the ABC and AAP-Reuters. As a freelance journalist he also had articles published in Australian and overseas magazines. He worked in the corporate communications/public relations sector, in-house with an airline, and as a senior executive in Australia of the world’s largest communications consultancy, Burson-Marsteller. He also ran his own communications consultancy and was a co-founder in Australia of the global photographic agency, the Image Bank (now Getty Images).

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