Telstra goes mobile with entertainment relaunch

A strategy by Telstra to relaunch its entertainment and sports packages will see it offer data-free Apple Music streaming for all mobile customers.

Sports streaming are also on offer, including AFL and NRL games for the rest of their 2016 seasons.

With video streaming across mobile growing by over 30% each year, the telecommunication giant’s mobile customers will, from Tuesday August 23, also get bundled for the first time, with a three-month subscription to Netflix, Fairfax Media & Nine Network’s Stan and Seven West Media & Foxtel’s Presto Stan on post-paid plans valued at AU$95 and over, and BYOD plans valued at AU$70 and over.

“Australians have embraced streaming video services like Netflix in their lounge rooms and we are now seeing that appetite translate to phones and tablets outside the home,” said Telstra Media Executive Director Michele Garra.

“As an example, network traffic surges during the morning and afternoon commute suggesting two new prime-time periods are emerging, as people discover how easy it to continue watching their favourite shows on the go.”

Telstra’s spikes coincide with peak commuter times – highest between 8 am and 9 am, and again from 5 pm to 6 pm. Streaming is not a sit-down activity. 27% multi-task, 15% on public transport, 11% stream music and video at work, 10% in the car, 7% when walking and 5% at the gym.

Streaming numbers surged for mobile and tablet devices during the Rio Olympics coverage, as viewers increasingly watch the events using Seven Network’s Olympics On 7 app, as opposed to the traditional broadcast service.

Almost a quarter (24%) of Telstra’s total mobile network traffic watched Usain Bolt’s now-legendary victory in the Men’s 100m sprint final. The figure moved to 25% during the men’s preliminary in basketball between Australia and the US.

Streaming figures are up 65% for Australian Football League games from last year, while they have doubled for the National Rugby League.

Also launched next week is a new app, Telstra TV+, which allows users to search for 25,000+ episodes and movies on Stan, Presto and Bigpond Movies, and use their phone as a remote for Telstra TV (there are 300,000.of these in the market).

Garra added: “Our focus on network quality has seen us boost data speeds for 4G customers by 20% over the course of the last 12 months, making Australia’s fastest mobile network even better for streaming live sports and entertainment.”