Let’s face it. Australians aren’t at the forefront of digital distribution. We don’t download games and movies to the same extent as our overseas counterparts and streaming content seems like a foreign concept.
However, that trend could slowly be starting to change in favour of digital content. While game sales continue to go from strength to strength, retail sales were down 12.8 percent in 2011, topping $1.5 billion, compared to the preceding 12 months.
Are Australians finally starting to embrace digital distribution, in particular downloads?
I’m only talking about legitimate content. Australians probably lead the world in illegal downloads per capita, but that’s an issue for another day and a contentious one depending on which side of the fence you sit.
Legal downloads are a different equation. Australians have always been forced to pay more for games and movies at retail, but we assumed this was to cover the inflated costs of distribution, as studios send out special consignments to our apparently inconveniently located island.
These costs haven’t disappeared with digital distribution. We pay way too much for content on iTunes compared to America and Steam is only worthwhile nowadays when hosting an unbelievable sale.
I was planning to purchase Batman: Arkham City for USD $40 from Steam. A week before launch, the ‘Australia Tax’ was included and the price skyrocketed to USD $100 for no reason other than a big “screw you” from the publisher.
That’s digital distribution in a nutshell and why it hasn’t been embraced by Australians as quickly as our international peers. We get screwed and it quickly become unfeasible. When a publisher more than doubles a price just because you have a different international code, you’re essentially being told to import or illegally download.
However, it could all finally be starting to change for the better. The PlayStation Vita will encourage gamers to download, with reduced prices compared to the retail releases. Whether or not those savings will be extended to Australian consumers is yet to be seen, but it’s a promising start whilst still giving us the option to favour retail.
Streaming is an entirely different kettle of fish. Australians have the mentality of ownership. If we pay an overinflated price for a digital movie or game, we want to own it and be able to access it whenever we want.
This is the result of ridiculous costs, rubbish internet speeds and a lack of comprehensive services. Netflix is a dream in Australia. Nothing of that quality exists yet, and if it did, wouldn’t be able to compete with the ease of piracy, once again due to the inflated prices forced upon Australian companies and consumers.
While streaming is a while away, at least in my mind, Australians could finally be embracing digital distribution. The retail games sales figures for 2011 suggest that is the case and there is room to grow in the movie and television sectors. I only hope that costs are realistic in comparison to the rest of the world and the end is near for the dastardly “Australia Tax” on digital content.
By Ben Salter
Are you (legally) downloading more games and movies or do you still buy them at retail?