Streaming in Australia continues to evolve rapidly, as revealed by the latest Entertainment on Demand (EoD) Barometer from Worldpanel by Numerator. Covering the period from April to June 2025, the report highlights major developments in viewing behaviours, platform performance, and shifting strategies within the VoD (video on demand) space.
More than a third of Australian households now subscribe to at least one ad-supported video service (AVOD), with over a quarter of new subscribers in Q2 opting for an ad-supported plan—up from just 10% a year ago. As cost-of-living pressures persist, free ad-supported streaming TV (FAST) services are also on the rise, now reaching 13% of households. Samsung TV Plus remains the top choice, though LG Channels and Plex have both increased their share over the past year.
Max leads in new subscribers for Q2
In a standout launch, Warner Bros. Discovery’s Max secured the largest share of new subscribers — 20% — in its debut quarter. This surpasses even its 2024 launch in France (18%). Max now reaches 5% of all Australian VoD households, driven largely by major content titles and aggressive promotion, including free access for existing Foxtel customers.
Its top-performing title? The Last of Us, which was the primary motivator for many new sign-ups.
While most new Max users were drawn from rival platform Binge, nearly 40% also had existing ties to Foxtel. However, the platform faces challenges: its Net Promoter Score (NPS) stands at just 7 points — less than half the category average (16ppts). User experience improvements will be essential to reduce early churn, especially with over 80% of subscribers on monthly plans.
Despite high satisfaction with its content quality, Max underperformed in categories like children’s content and local programming. However, its intent to invest in Australian storytelling — potentially in response to upcoming government local content quotas — could help address this gap.
Subscribers also expressed frustration over ad volume on basic plans and questioned the value of premium, ad-free subscriptions. Future success may hinge on balancing content investment with improvements in overall experience.
Stan gains football rights as Optus Sport exits
After several quarters of decline, Optus Sport has exited the market, following the transfer of its football rights to Stan. Over 40% of Optus Sport customers already subscribe to Stan, but many have yet to activate the sport add-on. Stan is now aiming to convert these viewers with a promotional offer of $9.99/month for full access through January 2026, down from the standard $27.
With both the UEFA Champions League and new Premier League rights under its belt, Stan Sport is positioned to become the go-to streaming home for Australian football fans. Two-thirds of local soccer enthusiasts follow these competitions, according to our data.
Retention, not acquisition, drives global players
As market growth slows — VoD household penetration increased just 1 percentage point year-over-year — major players like Netflix, Prime Video, and Disney+ are focusing on retention over acquisition.
That strategy is working. All three platforms saw improved quarterly retention in Q2 2025: Netflix leads with the lowest churn rate at 6%; Prime Video follows at 8%, buoyed by a high share of annual plan subscribers.
More than 70% of Netflix users have subscribed for over two years, making them particularly valuable. Prime Video and Disney+ follow with 63% and 52%, respectively.
To deepen engagement, these services are expanding into sports content. Disney+ has added ESPN, Prime Video acquired NBA rights to complement its ICC cricket offering, and Netflix introduced WWE events alongside upcoming high-profile boxing matches.
Australia’s streaming market continues to shift, with ad-supported options, sports content, and user experience shaping subscriber behaviour. As competition intensifies, platforms that successfully balance content, value, and satisfaction will be best placed to thrive.
For interactive charts and more insights, explore the Entertainment on Demand Q2 2025 Dashboard