For anyone with more than a casual interest in TV, one streaming service isn’t enough. In the US, Netflix offers a compelling library of TV shows and movies, but one still needs Hulu Plus to get brand new shows, or Amazon Instant Video to get access to shows Netflix doesn’t have. And even then you’re still not getting HBO.
The Australian Netflix library, to launch on 24 March, resembles the scale of its European counterparts. With more than 1,500 titles available, Netflix will expand that library over the coming months. Will that be enough to convince the 200,000 plus Australians already subscribing to the US service to switch to the local one?
The Australian library will grow, but will remain smaller than the US library. While some Australian titles won’t be available in the US, there’s very little locally that will be compelling enough to trade away more than 6,000 extra offerings.
Through a deal struck by Netflix with iiNet, customers will be able to stream the Australian service without it counting towards their download limits. That may be just enough incentive to get a number of these “grey subscribers” to flick the switch over to the Australian service.
As with every other territory, Netflix Australia will provide access to Netflix original series, including House of Cards, Unbreakable Kimmy Schmidt and Orange is the New Black. Netflix will also have a number of new shows launching this year, including the Marvel superhero show Daredevil, and the Jane Fonda/Lily Tomlin comedy Grace and Frankie.
If Netflix is to make it in Australia, it will also have to overcome three local rivals: Presto, Quickflix and Stan.
Presto is actually two services that operate under the same brand. Presto Movies is owned by Foxtel and offers a library that reflects the films available on Foxtel’s movie channels, while Presto TV is jointly owned by Foxtel and Seven West Media. It offers a mix of Channel Seven programs like Packed To The Rafters and City Homicide, along with Foxtel programs like Love My Way and Tangle.
Presto is restricted to use on smartphones, tablets and Chromecast, with no additional apps provided, making it difficult to watch any of its content on your actual TV. All of its content is provided in standard definition.
Embattled service Quickflix launched into the streaming video market back in October 2011 and failed to make much of an impression. The streaming video library offers about a third of Presto’s collection. Unlike Presto, however, all content is in high definition and the service is available on a broad number of platforms.
Stan offers the widest library of the homegrown streaming services.
When it launched in January, Stan had 320 TV series and 770 films in its library and has added new content every week since. The jewel in the Stan crown is its deal with Sony Pictures Television, which has delivered marquee titles like Better Call Saul, Masters of Sex, Transparent, Mozart in the Jungle and Community. Stan also has a deal with SBS to provide films from their World Movies library.
Except for watching live sport, the need for a traditional pay-TV subscription has been reduced dramatically – but whether Netflix has what it takes to dominate the market in Australia is yet to be seen.
