Next year, a subscription to Foxtel’s premium ‘Showcase’ channel will be the only (legal) way Australians can watch upcoming seasons of Game of Thrones, True Blood, Boardwalk Empire and the highly anticipated new drama True Detectives.
In the year to September 2013, just 15% of current Pay TV subscribers cited Showcase as a channel they ‘especially choose to watch’—well behind top pick Discovery Channel, Fox Sports 1 and 2, and the History and Lifestyle Channels, and just one spot above the Fox Footy channel dedicated solely to AFL matches and discussion.
Pay TV Subscribers’ top five channels ‘especially choose to watch’
Source: Roy Morgan Single Source, Oct 2012 – Sep 2013. Base: Australians 14+ with Pay TV subscription, n = 5453
Research from Roy Morgan, revealed in the latest State of the Nation Report – Spotlight on Media Futures, indicates that Sport, Documentaries, Lifestyle and Movies remain Foxtel’s biggest drawcards.
But Foxtel is tapping into the growing appetite for prestige drama. A deal reached earlier this year with US cable giant HBO means only the only place Australians can watch the latest the goings-on in Westeros, Bon Temps and Atlantic City will be on Foxtel.
Australians could previously choose instead to download episodes on iTunes a day or two after first airing on Pay TV.
George Pesutto, Industry Director – Media, Roy Morgan Research, says:
“Foxtel will be counting on increased subscription to Showcase by fans of HBO shows and high quality programming. Their task is to sell the value of an all-inclusive premium drama ‘package’ to people who are perhaps more accustomed to simply paying a small amount per episode—or even just getting it illegally, for free.
“Our research into the channels and genres that subscribers especially choose to watch suggests that prestige drama is not yet as common a compelling reason to have Pay TV as sport, docos, and new release movies.
“With high-quality television drama arguably the defining trend in entertainment of the last 15 years, Foxtel is clearly hoping Australian aficionados will get on board with its premium subscription model.”
Roy Morgan Research
Roy Morgan Research is Australia’s best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
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