Australia's television streaming market and the battle over prominence

This study examines the structure, scale and scope of Australia's television streaming services market against the backdrop of the incoming ‘prominence legislation’. Streaming video is now the second-largest content market in Australia with a diverse blend of international subscription video-on-demand (SVOD) services, local advertising-supported broadcast video-on-demand (BVOD) services and hybrid models. The recently passed Communications Legislation Amendment (Prominence and Anti-Siphoning) Bill requires new televisions prioritise BVOD apps as free-to-air (FTA) television companies face increased competition from subscription streaming giants. Mixed reactions from industry stakeholders, reflect complex relationships and power dynamics in the sector. This article provides an overview of the Australian streaming industry, summarises the new legislation, and analyses market diversity. It then considers the implications of the legislation for market competition and the future of FTA television in Australia. Findings suggest that while the law benefits BVOD services, its long-term viability remains uncertain as SVOD services increasingly incorporate advertising. The study highlights the challenges of regulating an emerging industry and underscores important economic and cultural considerations in policymaking.