US streaming giant, Netflix has taken its first steps towards launching a service for the Australian market.
While speculation over the move has been rife for several months, The Australian reports that the online movie and TV database has now engaged in negotiations on content rights for screening in the territory.
Netflix is projected to launch its Australian service mid-2015, following what is expected to be fierce negotiations and resistance from Australia’s local free-to-air operators (Nine, Seven, Ten) and Foxtel.
Netflix is currently the second most popular paid-content media in Australia, despite not being officially available in the country, according to The Australian.
Kara Ordway, market strategist for City Index Australia, said: “Data suggests that Australian consumers are already well versed and currently subscribing when it comes to Netflix (via a VPN), despite not yet being available.
"For that reason the take up on local offerings has been slower than some may have predicted. The biggest loss for local markets is likely to come in the form of DVD rental outfits and the Quickflix offering from Foxtel."