Foxtel is bringing streaming video-on-demand (SVOD) to its Foxtel Platinum service, announcing that subscribers will now receive the Presto Entertainment bundle as part of their subscription.With SVOD on a steep growth curve this year, the pressure has fallen on Foxtel to retain its share in the rapidly evolving pay video content market.
Roy Morgan Research figures released in August show Foxtel had commanded a 95 per cent share of homes with pay or subscription TV in January, however since the arrival of Netflix its market share had fallen to 76 per cent. Notably, Foxtel’s customer base was almost unchanged at 2,346,000, indicating the impact of Netflix in growing the market.
Meanwhile, Roy Morgan data has shown that Netflix leads all comers in the SVOD market, having consistently built its customer base on a monthly basis since its local launch.
As the market evolves, players will be looking to capture market share beyond the early adopters.
“Presto has been rapidly building a leading presence among Australian subscription video-on-demand (SVOD) providers through great content tie-ups and a library of hit programming that serves as a great addition to the amazing content already available both live and on demand via Anytime on Foxtel,” Ed Smith, Foxtel executive director of sales and marketing, commented of the initiative.
“As some of our most dedicated customers, we wanted to ensure that our Platinum subscribers weren’t missing out, so we’re thrilled to give them access to Presto’s great SVOD content as part of their existing Platinum subscription.”