The long anticipated entry of Netflix into the Australian market has been a move for the television game changer that has been mooted repeatedly over the last few years. However, recent industry source confirmation suggests that plans are genuinely being made to include Australia as one of its next streaming destination.
Netflix itself has yet to be drawn into the controversy, refraining from direct confirmation but Australia has been on the company’s long term wish list. It is the timing that has always been the issue.
In late June, the CEO of Australia’s Village Roadshow, Graham Burke told technology news site ZDnet that it is currently in negotiations to license rights to Netflix.
“Netflix, they’re talking to our people about supply of products, so they are opening and coming to Australia,” Burke was quoted as saying. He also indicated that Netflix would be launching operations in Australia next year.
A late 2015 launch would make sense as Netflix is concentrating on its staggered launch through European markets over the next 12 months. Netflix has amassed over 40.4 million subscribers globally.
The demand is certainly building for streaming with local players stating that we are just hitting the start of the next wave. According to industry estimates, over 200,000 Australian households already use Netflix’s U.S. service via virtual private networks(VPN) or through shadow IP addresses that allow them to appear as US customers.
Australia holds the position as s one of the leading global markets for online film and TV piracy. As such network and subscription TV providers have been forced to push forward with screenings of high rating television shows, in line with US broadcasts in order to try and circumvent the piracy.
Rights are also an issue for Netflix and any other incoming streaming providers as Foxtel currently secures the rights to Netflix- backed “House of Cards” and “Orange Is The New Black”. Foxtel also has the VoD rights to “Mad Men,” and “Game of Thrones.”
Australia’s own version of Netflix, QuickFlix has long struggled to get market share and has suffered from content licencing issues. Newer subscription TV entrants such as Fetch, Telstra’s T-Box, Foxtel’s subscription service Presto, EzyFlix and JB HI-Fi’s Now are also struggling to gain traction with price points that are much higher than Netflix’s monthly US$7.99 fee.
The UltraViolet platform, once touted as the Netflix killer, is also gaining traction in Australia as the cloud–based alternative for Australians to source and stream their home entertainment.
According to the company, there are now more than 160,000 Digital UltraViolet account holders in Australia and New Zealand. The service allows users to securely stream, download, store and share movie and TV show across devices including PCs, Macs and iOS, and Android.
In Australia, studios offering Digital UltraViolet enabled content includes Universal Sony Pictures Home Entertainment, Roadshow Entertainment, Warner Bros. Home Entertainment Group Australia and Paramount Pictures. There are currently three Digital UltraViolet redemption services available in Australia, EzyFlix, Flixster and JB Hi-Fi NOW.
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