Don Groves is a Deadline contributor based in Sydney.
Australia’s only combined online DVD rental and subscription streaming service, Quickflix is striving to emulate Netflix while avoiding the U.S. company’s missteps last year in pricing and strategy. The publicly-traded Quickflix, which launched its streaming service in Australia in November 2011 and in New Zealand this March, has a pretty wide berth in which to fulfill its goal, but is limited in what it can pay for content. Still, Oz’s SVOD market is far less competitive than the U.S., with pay TV penetration at 30% and no indications yet that Netflix, Hulu or Amazon’s Lovefilm will enter the market. Unlike Netflix, Quickflix has been prudent with pricing, charging $A24.99 per month ($US26.24) for four DVDS plus unlimited streaming and $A29.99 ($US31.49) for unlimited DVDs and streaming. Through June 30 Quickflix reported it had just over 111,000 customers, of whom 28% are SVOD subscribers. Revenue for the quarter to June edged up by 3% to $5.1M.