Australia’s streaming market is already crowded. There are only so many people who can sign up to Netflix, Stan, Prime, Binge, Kayo and the rest. That’s before you get to affordability issues – and the audiences for advertisers have been dwindling. Enter AVOD: advertising-based video on demand, where users pay less (or nothing) to see fewer ads. “It will allow people to really target their audience in a way they’ve never been able to do before,” says Foxtel board director Mark Kaner. Foxtel Media CEO, Mark Frain, forecasts ad-supported streaming platforms will come to Australia “pretty quickly”. The future, he says, is lower ad loads – viewers won’t stomach 16 minutes per hour – but more innovation. Thirty second, 10 second, and even shorter ads are paying dividends in the US. Now the Australian market has to prepare for launch – and the return of eyeballs.

Australia&rsquo;s streaming market is already crowded. There are only so many people who can sign up to Netflix, Stan, Prime, Binge, Kayo and the rest. That&rsquo;s before you get to affordability issues &ndash; and the audiences for advertisers have been dwindling. Enter AVOD: advertising-based video on demand, where users pay less (or nothing) to see fewer ads. &ldquo;It will allow people to really target their audience in a way they&rsquo;ve never been able to do before,&rdquo; says Foxtel board director Mark Kaner. Foxtel Media CEO, Mark Frain, forecasts ad-supported streaming platforms will come to Australia &ldquo;pretty quickly&rdquo;. The future, he says, is lower ad loads &ndash; viewers won&rsquo;t stomach 16 minutes per hour &ndash; but more innovation. Thirty second, 10 second, and even shorter ads are paying dividends in the US. Now the Australian market has to prepare for launch &ndash; and the return of eyeballs.

A weekly wrap of the “must-know” developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week with guest marketers who are in the know on what matters at the nexus of marketing, agencies, media and technology. Powered mostly by Human Intelligence (HI).

A weekly wrap of the “must-know” developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week...

Mi3 Audio Edition

A weekly wrap of the “must-know” developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week with guest marketers who are in the know on what matters at the nexus of marketing, agencies, media and technology. Powered mostly by Human Intelligence (HI)

  For more episodes download the free LiSTNR app.

A weekly wrap of the &ldquo;must-know&rdquo; developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week with guest marketers who are in the know on what matters at the nexus of marketing, agencies, media and technology. Powered mostly by Human Intelligence (HI)
&nbsp; For more episodes download the free LiSTNR app.

Foxtel: ‘SVOD will replace Pay TV, AVOD will replace linear TV’; Australia must prepare now for the advertising-based video streaming boom taking off in the US – because it’s about to land

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