Data from Worldpanel by Numerator indicates that the Australian streaming market is shifting towards growth driven by live sport, real-time events, and ad-supported streaming tiers in Q1 2026. Prime Video led new paid subscriptions, followed by HBO Max and Kayo, with ad-supported tiers now used by over half of Australian VoD households and accounting for one in three new subscriber choices.
Australia’s streaming market is being pulled by two concrete forces: live sport and lower-priced ad tiers. That changes acquisition math for services that used to rely more heavily on on-demand libraries, and it helps explain why Prime Video, HBO Max and Kayo are showing different growth patterns. The mix also matters for monetization: Netflix, Paramount+, HBO Max and Binge are all seeing meaningful AVoD use, while Disney+ has just launched an ad-supported tier at $9.99. Watch the share of new signups coming from sport and live events, plus the ad-tier mix across major platforms.
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