Unsurprisingly,Netflix rules the roost with 66 per cent market penetration,three times as much as its nearest competitor Stan - but the rest of the market is becoming increasingly crowded.
Gemba's survey of 1600 people across the country revealed that 40 per cent of Australians have access to at least one sports platform (including via traditional Foxtel),but nearly one in five consumers is looking to reduce how much they spend in the next three months.
It's a warning to new entrants - be they international streamers or sports like football,which isexploring its own direct-to-consumer service - that there is not"unlimited upside"in the market,Gemba's head of strategy and insights Craig Roberts says.
"All sports are thinking about it,and are looking at it,for a few reasons,"he said.
"To have a direct relationship with your fan,as a sport,is a good thing. It gives you options,an ability to service them well and a broader relationship with them that goes across broadcast,ticketing,membership,merchandise and general fan engagement.
"But the majority of people probably feel like they're at the right level[of spending] at the moment. So if they're going to have to pick up another platform to access content that they love,that probably means dropping something else.