Leading Brands in Australia’s Film & Television Category: Q1 2024 Overview

In the ever-evolving landscape of film and television streaming, Australia continues to be a vibrant market. As we delve into Q1 2024, we spotlight three leading brands—Netflix, Disney+, and Binge—each demonstrating unique trends across their digital platforms. With the comprehensive data provided by Sensor Tower, we offer a glimpse into their performance from Q4 2023 to Q1 2024.

Netflix, Inc.

Netflix's digital presence is robust, featuring its website, netflix.com, and the Netflix app.

• Audience Trends: Netflix.com maintained a steady flow of unique visitors, peaking in December 2023 with over 2.9M. Despite a dip in February 2024, March saw a slight recovery. The monthly deduplicated audience hovered around 6M throughout the period.

• App Engagement: The Netflix app saw an increase in monthly active users in December 2023, reaching over 5.9M, before stabilizing around 5.5M in Q1 2024.

• Ad Spend & Channels: Netflix's monthly advertising spend fluctuated, with a notable spike in November 2023, exceeding $0.8M. Facebook and Instagram were primary channels, delivering significant impressions.

Disney+ (Disney Plus)

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

• Audience Trends: Disneyplus.com experienced a peak in December 2023 with 2M unique visits. The monthly deduplicated audience remained stable, slightly above 4M throughout the quarter.

• App Engagement: The Disney+ app saw a peak in monthly active users in December 2023, nearing 3.1M, before a slight decline in February 2024.

• Ad Spend & Channels: Disney+ maintained a strong advertising presence, with consistent monthly spending exceeding $1.5M. Facebook was a dominant channel, providing a substantial portion of impressions.

Binge

Binge's presence is notable with its website, binge.com.au, and the Binge app.

• Audience Trends: Binge.com.au saw a decline in unique visits from December 2023 to March 2024, ending Q1 with 1.4M unique visitors. The monthly deduplicated audience remained just above 2.5M.

• App Engagement: The Binge app maintained a stable monthly active user base, with active users hovering around 700K throughout the period.

• Ad Spend & Channels: Binge's advertising efforts peaked in January 2024, with monthly spending reaching over $0.7M. Facebook and Instagram were key channels, delivering a significant portion of impressions.

Conclusion

As Q1 2024 unfolds, Netflix, Disney+, and Binge continue to dominate the Australian film and television streaming landscape. With the invaluable insights from Sensor Tower, brands can better understand cross-platform user behavior, enabling more informed strategic decisions. Sensor Tower remains unmatched in providing comprehensive data, crucial for navigating the dynamic digital ecosystem.

For more insights, explore Sensor Tower's Web Insights, Pathmatics, and App Performance Insights offerings.