Broadcaster video-on-demand in Australia: Platforms, policy and local content

Abstract

Over the last decade Australia's free-to-air commercial networks Seven, Nine and Ten have undergone a protracted digital transformation with the development of their online, ad-supported broadcaster video-on-demand (BVOD) platforms 7Plus, 9Now, and 10Play. The present article considers some of the questions these commercial BVODs raise for television policy in Australia, with specific reference to local content regulation. Through content audits of 7Plus, 9Now and 10Play, we assess the localism of the BVODs’ catalogues in terms of the availability and discoverability of Australian titles. We find that these BVOD services – which are not presently regulated for local content – are less local in their programming than the networks’ free-to-air linear channels, but are more local than competing subscription video-on-demand services such as Netflix and Prime Video. We also reflect on how the networks position themselves in the newly expanded Australian television market, and how they reconcile their historical status as protected national broadcast institutions with their newer status as ‘just another app’ in the streaming ecosystem.