This new streaming app is so good ‘you can’t switch off’
With forecasts for the streaming service market in Australia to double over the next three years, its newest player Binge is hoping to crash the party - offering more than 10,000 hours of entertainment, from $10 per month.
The affordable platform - which goes live from Monday, May 25 - is a stunning new extension from the Foxtel group, which enjoyed impressive success with its similar sports programming app, Kayo when it launched almost two years ago.
The new offering will chase a younger audience of digital natives, with a slate of exclusive entertainment titles, as well as a back catalogue of cult classics.
Binge boss, Julian Ogrin said recent programming deals with international studios, including WarnerMedia and HBO, would set the standard high for the kind of content new streamers should expect.
"Binge speaks to the heart of what great entertainment is about … something that is so good, you can't switch off," he said.
"Binge will provide permission to indulge in the shows you love and the shows you can't get enough of," he said, adding it's new tagline, "entertainment that's unturnoffable."
Learning lessons after launching Kayo, Ogrin said the Binge customer experience had been informed by two years of research and just under a year of design, testing and production, to curate what digital TV viewers want.
As the pandemic and global quarantining continues to drive up interest in TV and films at home, Ogrin said launching in the middle of the COVID crisis could have its rewards.
"In all our planning, it really comes back to the opportunity we see and the research and forecast we see into the (streaming) market which means we have between four and five million users established in Australian market today. The existing brands (like Netflix, Stan, Amazon Prime, Apple and Disney+) have done all the hard work around educating people in the SVOD (streaming video on demand) experience. We expect that market to double in the next three years, so our timing to come in and piggyback off that established market and capture that growth with an amazing product, content and brand is why we're here."
While Kayo has taken a hit to its 443,000-strong subscriber base - as belt-tightening job seekers shelved the expense when live sport was sidelined - Ogrin expects most of those fans to return once competitions resume and sees no such impediment to capturing the interest of the 18-35-year-old entertainment viewer.
"We are really playing to the heart of the streaming generation, who really want to be in control … they want to tap and watch a show on their terms, and that's what Binge is all about."
The ad-free on demand content will cost $10 per month (to access one stream in SD), $14 (2 streams in HD) and $18 (4 streams in HD).
Customers can sign-up at www.binge.com.au from Monday, May 25.
Originally published as New streaming app so good 'you can't switch off'