Netflix has only been around in Australia for six months but it is already showing signs of steering online viewers back to licensed content. Along with home-grown peers like Presto and Stan, the company that launched down under back in March has helped to usher in a tangible drop in piracy, according to consumer group Choice.
The organization focused on two main areas: Australians who identify as “regular pirates” and those who have engaged in at least one unlicensed content act – downloading or streaming – in the past year.
In Choice’s follow up to its 2014 study those numbers dropped by three and six percent respectively, showing minor but not insignificant shifts against acts of piracy, given the short time frame in question.
Extending out to several years, if these trends continue then the signs for legal streaming – and the compensation such services bring for rightsholders – are promising.
At this early stage, there is a lot of room for legal streaming services to expand into the public consciousness. Every subscription to a legitimate service means a consumer contributing to the creative economy and less likely to take from that same pot by accessing content from unlicensed sources.
The arrival of international services like Netflix should also spur competition among native platforms, encouraging spending on exclusive content and original titles that resonate with Australian audiences.
We need look only to the North American ecosystem to see the benefits of widespread legal streaming success. It’s not just Netflix with Emmy Awards for House of Cards and critical acclaim for new series like Narcos (both of which Australians can now access in full, as an aside). Whether the investment in new productions by Hulu, the launch of a dedicated streaming service by HBO, or the Amazon investment in Top Gear presenters that CEO Jeff Bezos himself has described as “very, very, very expensive,” it is clear that not only does legal streaming support creative production, it actually drives that creativity to the next level as competing services try to outdo each other to attract more subscribers.
As we covered in our recent spotlight on Scandinavia, no single anti-piracy tactic should stand alone if we expect to see success. Each must be supplemented by a strong national stance against piracy sites, and education for the public as to how they can avoid unlicensed content and support creativity through legal channels. The final leg of that stool involves competitive and attractive streaming services, however, and the increased availability of those services in Australia seems to support that as an important element to curb piracy, even at this early stage.