Subscription TV claims one-third of broadcast sector as audiences turn away from free-to-air
Subscription television has expanded its share of the Australian broadcast industry to one-third, contributing $2.9 billion to the economy in the 2024 financial year, according to the Australian Subscription Television and Radio Association (ASTRA).
The ASTRA FY24 Economic Contribution Report, prepared by Deloitte Access Economics, combines industry data with figures from the Australian Communications and Media Authority (ACMA) to chart a continued migration of audiences away from free-to-air and towards online platforms.
ACMA’s data shows that weekly free-to-air TV viewership has fallen from 71 per cent of Australians in 2017 to 46 per cent in 2024. Over the same period, online video use has surged to reach 91 per cent of the population, with paid subscription viewing climbing from less than a third of Australians in 2017 to 69 per cent in 2024.
Key Points
- Subscription television generated $2.9 billion for the Australian economy in FY24, accounting for one-third of the broadcast sector.
- Free-to-air TV audiences have dropped to 46 per cent of the population, while paid subscription services now reach 69 per cent.
- The average number of services used rose to 4.3 in 2024, with viewing growth driven largely by those aged 35 and above.
ASTRA’s report attributes much of the growth in subscription TV consumption to Australians aged 35 years and older, who have increased their use of streaming platforms and paid services. The average number of services used to access content rose from 3.6 in 2023 to 4.3 in 2024.
According to ASTRA, the most-used online video platforms among the 35-plus demographic are YouTube, Netflix, Facebook, Amazon Prime Video and Disney+. “Australians have continued to shift away from traditional linear TV services to paid and free video streaming services, such as ABC iView, YouTube, Kayo Sports, Netflix and Disney Plus,” the association said in the report.
The industry’s output is also expanding, with more than one million hours of subscription TV content distributed in FY24 — a 31 per cent increase on 2022 levels. The sector supported 17,000 full-time equivalent jobs over the year and, according to ASTRA, underpins a wide range of local productions and broadcast agreements.
New projects announced in conjunction with the report include The Great Australian Bake Off S9, The Brenden Abbott Project, The Twelve S3: Cape Rock Killer, Selling Houses Australia S18, The Real Cost of Net Zero, Cheng Lei: My Story and Australia: A History.
ASTRA Chairman Patrick Delany described subscription TV as “the quiet achiever of the Australian broadcast industry”, arguing it is a major driver of “investment, innovation and choice for Australian audiences”.
“What this report makes clear is that we are in the midst of a media revolution in which Australians are now choosing subscription television first, based on its premium content, world-class coverage, and viewing experiences tailored to today’s audience viewing habits,” Delany said.
He said the industry’s investment provides “access to the sport, blockbuster entertainment and trusted news they love”, while contributing to local jobs, production and the broader creative sector.
Delany also called for changes to government regulation, including updates to the anti-siphoning scheme, to reflect modern consumption habits.
“Australians want real choice and access to the best content. It’s time for policymakers to ensure a level playing field in television, so that all broadcasters — including subscription TV and streaming services — can compete fairly,”
ASTRA members supporting the report include BBC Studios Australia and New Zealand, Foxtel Group, Sky News Australia, ESPN Australia and Warner Bros. Discovery.
