Leading Film & Television Brands in Australia: Q1 2025 Analysis

Introduction

In the ever-evolving landscape of Film & Television, Q1 2025 has witnessed remarkable trends among leading brands in Australia. This article delves into the performance of key players—Netflix, Inc., Disney+ (Disney Plus), and 9Now & 9 TV (NineTV)—using comprehensive data from Sensor Tower. Our analysis covers the period from Q4 2024 to Q1 2025, highlighting monthly true audience figures, app engagement, and advertising strategies.

Netflix, Inc.

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

• Monthly Audience Trends:

  • The monthly true audience remained stable above 5M throughout the quarter.

  • Website visits peaked in January with over 134M visits but dropped to around 85M by March.

  • Monthly web and app visitors exceeded 800K in January, showcasing cross-platform engagement.

• App Engagement:

  • Monthly active users on the Netflix app hovered around 3.6M by March, indicating consistent mobile engagement.

• Monthly Ad Spend & Channels:

  • Significant ad spend fluctuations were observed, with a peak in December at nearly $975K.

  • Most impressions were garnered through Facebook and Instagram, with a notable spike on Instagram in December.

Disney+ (Disney Plus)

Disney+ boasts a strong presence with its website, disneyplus.com, and the Disney+ app.

• Monthly Audience Trends:

  • The monthly true audience showed a slight increase to approximately 3.5M in March.

  • Website visits remained steady, with over 59M in January, dipping to around 40M by March.

• App Engagement:

  • The app saw a rise in monthly active users to over 2.3M by March, reflecting sustained interest.

• Monthly Ad Spend & Channels:

  • Ad spend peaked dramatically in March at over $3.4M, primarily on Facebook, achieving significant impressions.

9Now & 9 TV (NineTV)

9Now's digital landscape includes 9now.com.au and the 9Now app.

• Monthly Audience Trends:

  • Monthly true audience numbers surged to over 3.3M in January, stabilizing around 2.5M by March.

  • Website visits spiked in January, exceeding 88M, before settling at approximately 41M in March.

• App Engagement:

  • The app's monthly active users reached nearly 2M in January, maintaining interest into March.

• Monthly Ad Spend & Channels:

  • Advertising activity was moderate, with a peak spend of over $17K in March, primarily on Facebook and Instagram.

Conclusion

The Q1 2025 trends reveal the dynamic nature of Australia's Film & Television sector. Sensor Tower's unparalleled data provides critical insights into cross-platform behaviors, from web and app engagement to advertising strategies. By leveraging Sensor Tower's Web Insights, App Performance Insights, and Pathmatics, companies can navigate the competitive landscape with precision and foresight.