Amazon leads the race for new Australian streaming subscribers ahead of ad tier launch
Amazon has gained the largest quarterly share of new streaming subscriptions in the Australian market, according to fresh data.
Global e-commerce giant Amazon has scooped up the largest quarterly share of new streaming subscriptions in the Australian market with its Prime Video streaming service, as it prepares to target cost-conscious households with a cheaper ad-supported streaming option.
Amazon’s Prime Video led the market among the largest video streaming services operating in Australia between October and December, according to research firm Kantar’s most recent quarterly Entertainment on Demand survey, helped along by a busy retail period that included both Black Friday and Christmas.
Amazon’s Prime Video is available to all Prime subscribers as part of the platform’s broader Prime subscription bundle. Still, the company’s video streaming service is actively used by about 70% of all subscribers in in the first month, according to Kantar.
The service, which is home to Australian reality show Luxe Listings and cricket docu-series The Test, secured 15.5% of new subscriptions in the market, up on the 12.9% posted the previous quarter, according to data provided to Capital Brief.
