Australians are continuing to optimise their entertainment as traditional television takes a backseat, according to new research from Canstar.
In a survey of more than 8,000 respondents, over half (58%) said they now watch paid streaming services more than free-to-air TV, with the survey also revealing Netflix is the most frequently used service (53%), significantly ahead of Foxtel (11%) and Amazon Prime Video (10%).
How Australians are navigating the subscription landscape
Canstar’s research reveals how consumers are adapting their streaming habits to save money, access specific content, and share costs:
- 16% upgraded to a more expensive subscription tier specifically to avoid ads.
- 18% signed up purely to watch one particular show or movie, and 14% signed up exclusively to watch sports.
- 29% of all respondents say they share their login details with others, rising to 49% for Gen-Z and 33% for Millennials. Meanwhile, 19% use others' accounts for streaming — a figure that jumps to 37% for Gen-Z respondents.
- One in 10 access their paid TV subscription through their internet or mobile phone plan.
Average spend on subscription services increases slightly
The average monthly spend on streaming subscriptions has seen a slight increase to $44, up from $41 the previous year. Across demographics, older generations spend more on average than their younger counterparts:
- Gen-Z: $39
- Millennials: $43
- Gen X: $45
- Boomers: $46
Additionally, men outspend women slightly, averaging $46 per month compared to $42.
Australians are also juggling multiple platforms to meet their entertainment needs. While 30% of users stick to just one service, 26% maintain two, 20% have three, 13% subscribe to four, and 11% are paying for five or more.
Netflix most popular service, but Britbox top-rated
Canstar’s latest survey reveals that Netflix remains the undisputed heavyweight, with the most popular services Australians are currently subscribed to are:
- Netflix (78%)
- Amazon Prime Video (42%)
- Disney+ (32%)
- Stan (24%)
- Paramount+ (19%)
Despite a market dominated by giants, it is niche powerhouse Britbox that has claimed Canstar’s 2026 Most Satisfied Customers Award for Pay TV & Streaming for the third consecutive year. The service earned top ratings across key drivers of customer satisfaction – including value for money, choice of content, and ease of use.
Streaming price increases continue
Loyalty may be coming at a cost, however, as the streaming landscape grows increasingly crowded and price rises become a regular occurrence. Households could be feeling the squeeze on their entertainment budget, with changes in the last year alone including:
- Disney+ introducing an ad-tier, while hiking plans by up to $4 per month.
- Paramount+ increasing prices by up to $4 per month.
- Netflix increasing plans by up to $3 per month and also increasing the price to add an extra member by $1.
- Looking ahead, Stan will cut its ad-free Basic plan and introduce a new ad-supported tier at $9.99 in August, while Foxtel is set to increase its Plus and Platinum plans by $5 a month in September.
Canstar’s Utilities and Finance Managing Editor, Tara Donnelly says, “Free-to-air TV is fast becoming the fallback option rather than the first choice for millions of Australians. With more ways than ever to watch exactly what you want, when you want it, households have seemingly endless entertainment options.”
“Our research shows over a quarter of Australians are sharing their streaming logins, and that number jumps dramatically for younger generations. While it might feel like a harmless way to cut costs, streaming platforms are cracking down hard, and sharing outside your household could leave you locked out or facing an extra fee.
“The average Australian is now spending $44 a month on streaming, a slight increase from last year’s figures, but in a climate that has the cost of living climbing, it’s yet another realisation that things are only going up.
“Bigger doesn't always mean better. Netflix might have the largest audience in Australia, but Britbox has proven for three years running that a smaller, more focused service can deliver the kind of value and content quality that keeps customers genuinely satisfied.
“Streaming was once the budget-friendly alternative, but those days are numbered. Between new ad-supported tiers, discontinued ad-free plans, and premium prices creeping even higher, Australians need to actively review what they're paying for or risk quietly overspending.”
