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BBC iPlayer takes off Down Under

Australia has become the biggest market for the global BBC iPlayer outside the UK.

BBC’s iPlayer is available on iPad, iPod and iPhone in 16 markets in Western Europe, Canada and Australia -but it is Australia that has become the biggest market to date.

Australia’s global BBC iPlayer subscriptions are now larger than the second and third countries combined (Germany and Holland), accounting for 20% of its global revenue. Twenty three per cent of global BBC iPlayer’s subscribers and 19% of the title downloads are in Australia.

Conversions from the free trial to the paid service are also higher in Australia than anywhere else, across all devices.

In Australia the most popular genres are Science Fiction, Family and Kids, and Comedy, with favourite shows: Doctor Who, Charlie and Lola and cult comedy Gavin and Stacey. The major brands draw users in, but it’s the older archive titles such as Steptoe and Son and Yes Minster that make them stay.

Deirdre Brennan, GM/Director for Channels and Branded Services at BBC Worldwide Australia said, “We’re delighted that Australian consumers are reacting so positively to the Global BBC iPlayer pilot in territory and believe that the valuable insight we are receiving will enable us to schedule, nurture and optimise the service for the local market, working alongside our existing clients.”

BBC iPlayer launched in Australia in September 2011.

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