16.3 hours
Average weekly time that Australians spend streaming video content.
The idea distilled
Streaming is being asked to deliver more than access. In a highly personalised, content-rich environment, Australians want entertainment to provide emotional depth, shared connection and trusted guidance.
The challenge is that the systems built to help them choose often make discovery feel more functional than meaningful, leaving people to navigate an overwhelming menu when what they really need is help moving from mood to choice.
Three distinct challenges have emerged.
Challenge 2.
Australians are seeking richer, more emotionally challenging content, but streaming still describes and recommends it largely through genres, stars and titles. People often know how they want to feel, but do not have the language to find it.
of all digital original demand in Australia is for complex scripted drama.
Australians can’t put their specific streaming mood into words – whether they can’t name the feeling, or can’t find a way to search for it
most in-demand sub-genres in Australia is Mystery Drama, making it one of the only global markets where the genre ranks this highly.
Challenge 3
Australians are using new platforms with old expectations
Choice may now be endless, but the habit of being guided has not gone away. Audiences still expect someone to narrow the field, make a recommendation and help them feel confident about what is worth their time. Almost 1 in 3 Australians say discovery itself (not knowing what’s worth watching, not finding what matches their interests, or feeling overwhelmed by choice) is what’s holding them back.
