Preference for easy viewing of video content at any place and at any time, coupled with the growing number of mobile subscriptions and technologically advanced mobile devices such as smartphones and tablets have generated a strong market for video streaming in Australia and New Zealand.
In addition, the growing demand for original video content and the streaming of live events are also having a significant impact on the rise of the video streaming market. On the other hand, deficiencies in technology, issues with the flow of streaming, lesser internet bandwidth, and speed of streaming, along with the threat of piracy are key threats that constantly hinder demand in these countries.
Increased Competition to Fragment User Base
In the current Scenario, Australia and New Zealand are widely viewed as one of the frontrunners in the use and development of services related to video streaming. However, with the increasing number of video streaming service providers, users and businesses are both struggling to come to terms with content ownership and value of video streaming service packages, owing to the increased fragmentation of the market.
For instance, Disney and Warner Media, have both announced their intention to launch their individual streaming services in 2019, across the world including Australia and New Zealand. This move is anticipated to the reduce the amount of original content that established video streaming service providers such as Amazon and Netflix providers will be able to provide to subscribers, impacting price packages of the limited services. These moves are aimed towards the acquisition of the ever increasing value of consumer data. Bundling of video streaming packages at affordable prices for ANZ consumers is anticipated to gain in popularity to offset these streaming issues for consumers.
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Service Providers Look towards Collaborative Efforts to Increase Geographic Presence
With intense competition among leading video streaming providers, a major strategy being employed by video streaming businesses is collaborations and acquisitions to enhance service capabilities, through technology sharing, with the aim of gaining an edge over the competition.
For example, towards the end of 2017, IBM announced its acquisition of Australia based Vivant Digital, a major agency in digital and innovative video streaming, to join the IBM iX project. This move by IBM is anticipated to rapidly increase the video streaming capacity of IBM iX, which has the reputation of being one of the global leading agencies for business design.
Similarly, Australian telecommunications giant Telstra, boosted its capacity of submarine networks through the acquisition of Pacnet Inc., and the purchase of an increased stake in the Southern Cross Cable Network (SCCN), which is anticipated to greatly increase its services, including that of video streaming in the country.
In addition, LPL, an Australian Esports media company has acquired e-sports company Cybergamer, which is anticipated to give LPL access to access grassroots level gaming users to televised tournaments, providing additional opportunities for the company to explore in their video streaming services, for both Australian and New Zealand viewers.
Device Neutral Video Streaming Services May Open Lucrative Avenues
As per a recent report conducted by Screen Australia on the video consumption behavior of ANZ users, the growth of video content consumption is massive, and that content creators can increase their revenues significantly by giving video access to consumers in a device neutral manner at a reasonable price point. Apart from using video services such as YouTube and Netflix, young Australian viewers are also increasingly viewing videos through social media platforms such as Facebook.
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On the other hand, transactional video on demand (TVOD) services such as Google Play and iTunes has decreased noticeably, owing to increasing competition, owing to ease of viewing and wide content choice along with free content and the ability to circumvent advertising, by VOD and Subscription Video on Demand (SVOD) services.
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