Leading Film & Television Brands in Australia: Q3 2023 Insights

Australia's Film & Television category experienced significant digital activity in Q3 2023, with leading brands like Netflix, Disney+, and 9Now & 9 TV making notable impacts across web and mobile platforms. This article delves into their performance and trends, leveraging Sensor Tower's comprehensive data. With insights into web, app, and advertising metrics, Sensor Tower provides unmatched visibility into cross-platform user behavior.

Netflix, Inc.

Netflix has established a formidable digital presence through its website, netflix.com, and the Netflix app.

• Audience Trends: Between Q2 and Q3 2023, Netflix maintained a stable monthly audience, with unique visits around 2.7M. The monthly deduplicated audience consistently exceeded 5.8M, highlighting a balanced distribution between web and app users.

• App Engagement: The app demonstrated steady monthly engagement, with active users averaging 5.6M, reflecting consistent mobile streaming interest.

• Ad Spend & Channels: Netflix's monthly advertising expenditure peaked at approximately $530K in June, with Facebook and Instagram being primary channels driving significant impressions.

Disney+ (Disney Plus)

Disney+ continues to capture audiences via its website, disneyplus.com, and the Disney+ app.

• Audience Trends: The website saw a slight decline in unique visits, stabilizing around 1.6M monthly. The deduplicated audience remained robust, consistently above 3.8M, with a significant portion engaging via the app.

• App Engagement: The app maintained a stable monthly user base, with active users averaging 3.1M, reflecting a strong mobile presence.

• Ad Spend & Channels: Disney+'s monthly advertising spend exceeded $2.1M, with Facebook and Instagram as key channels delivering the majority of impressions.

9Now & 9 TV (NineTV)

9Now & 9 TV's digital footprint is prominent through its website, 9now.com.au, and the 9Now app.

• Audience Trends: The website experienced fluctuating visits, peaking in July at over 1.4M unique visits. The monthly deduplicated audience remained around 1.5M, with a balanced mix of web and app users.

• App Engagement: The app's monthly active user count remained stable, averaging 600K, indicating steady engagement.

• Ad Spend & Channels: Monthly advertising expenditure was modest, with peaks in May at approximately $218K. YouTube and Facebook were primary channels for ad delivery.

Conclusion

The Film & Television landscape in Australia remains dynamic, with Netflix, Disney+, and 9Now & 9 TV leading the charge. Sensor Tower's Web Insights, App Performance Insights, and Pathmatics provide crucial data to understand these brands' cross-platform strategies. As these brands continue to innovate, understanding their digital presence is essential for maintaining a competitive edge in the OTT market. Sensor Tower's consolidated data offers unique advantages for decision-makers, helping them navigate and capitalize on these trends effectively.