Leading Brands in Australia's Film & Television Category: Q3 2024 Analysis

Introduction

In the dynamic world of Film & Television, Australia has seen key players consistently capture significant audience attention. Among these, Netflix, Inc., 9Now & 9 TV, and Disney+ have emerged as leaders in Q3 2024. This article delves into their performance trends during this period, with insights powered by Sensor Tower’s comprehensive data offerings.

Netflix, Inc.

Netflix’s digital footprint remains robust, with its website, netflix.com, and the Netflix app, continuing to dominate the landscape.

• Audience Trends: From Q2 to Q3 2024, Netflix’s monthly true audience showed a slight decline, hovering around 5M by September. The app-only visitors consistently outnumbered web-only visitors, indicating a strong preference for mobile engagement.

• App Engagement: The Netflix app maintained a stable monthly active user base, staying above 3.6M in Q3.

• Ad Spend & Channels: Netflix’s monthly advertising spend fluctuated, peaking at over $720K in September, with a notable presence on Facebook and Instagram.

9Now & 9 TV

9Now & 9 TV’s digital presence is marked by its website, 9now.com.au, and the 9Now app.

• Audience Trends: The monthly true audience peaked in August at nearly 4.9M, with a significant increase in web-only visitors, suggesting a balanced platform usage.

• App Engagement: The app saw a dramatic spike in July, reaching over 2.4M monthly active users, before stabilizing around 1.1M in September.

• Ad Spend & Channels: Monthly ad spending was minimal, with a focus on Instagram and Facebook, delivering modest impressions.

Disney+ (Disney Plus)

Disney+ continues to enchant audiences through its website, disneyplus.com, and the Disney+ app.

• Audience Trends: The monthly true audience of Disney+ remained stable, averaging around 3.4M in Q3, with a noticeable tilt towards app-only users.

• App Engagement: The app consistently engaged over 2.2M monthly active users, showcasing a strong mobile preference.

• Ad Spend & Channels: Disney+ demonstrated a strategic monthly ad spend, peaking at over $2.7M in June, with significant impressions across Facebook and Instagram.

Conclusion

As observed in Q3 2024, Netflix, 9Now & 9 TV, and Disney+ have each carved out distinct niches within Australia’s Film & Television category. Sensor Tower’s unparalleled data insights have been instrumental in understanding these brands’ cross-platform user behaviors, offering a comprehensive view of web and app engagement, as well as advertising dynamics. For more detailed insights, explore Sensor Tower’s Web Insights, App Performance Insights, and Pathmatics offerings.