This week on Inside Content, I had the pleasure of welcoming back Dan Fahy—this time speaking to us from the heart of Australia, where he’s supporting Nine Entertainment on their business transformation initiative. While not representing Nine officially, Dan brought a wealth of knowledge and strategic insight into what’s unfolding in the Australian content and distribution landscape.
We took a focused departure from our usual format to spotlight the Australian market—one that’s increasingly being recognised for its strategic importance by global distributors. As Dan noted, “Pay TV never really hit the critical mass here like it did in the US or UK,” with penetration declining below 20%. What stood out, though, was how stable linear advertising remains in Australia, largely thanks to a robust slate of protected sporting events and early transition to IP delivery via BVOD platforms.
We dove into each content sector in detail:
● SVOD: Subscriber growth is slowing faster than in the UK, but revenue is still trending up thanks to price rises and ad tiers. As Dan noted, “SVOD services are growing very healthily… through a combination of price rises and password sharing crackdowns.”
● FAST and AVOD: While this segment hasn't boomed as dramatically as in the US, broadcasters like 7Plus and 10Play have been early and effective adopters. Dan emphasised the strength of FAST within broadcaster ecosystems: “They’ve got all the foundations of success—discoverability, commercial versatility, and strong sports IP.”
● Linear TV: Still resilient, largely due to sports and strategic content migration. Viewership stability has led to a shift in platform strategy: “The consumption pool is stable. So now it’s about how to habituate usage within your service.”
● Content Partnerships and Windowing: Co-exclusive deals and second-window releases (like SBS airing Disney+ content) are rising. This reflects a pragmatic approach to reach and monetisation without significant subscriber cannibalisation.
● Australian Content Export: Titles like Colin from Accounts, Bluey, and co-commissions like The Tourist underscore how Australian stories continue to resonate globally, especially when they align with UK and US sensibilities.
Dan wrapped the conversation with a subtle prediction: the market may be due for more “intensive partnerships”—those that go beyond bundling to possibly reshape platform structures. Thanks again to Dan for an insightful and thorough tour through Australia’s rapidly evolving TV market.
Key Topics Covered:
● Decline and plateauing of Pay TV and SVOD penetration
● Resilience of linear advertising in Australia
● The evolution of FAST within broadcaster-led ecosystems
● Shifting content windowing and co-exclusive deals
● Success of local Australian content on global platforms
● Strategic potential for deeper partnerships in a stabilising market
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