This presentation explores what Australians are watching and why those behaviours matter for the future of ad-funded media. It examines subscription dynamics, consumer tolerance for price increases, the rise, and risks, of ad-supported models. We unpack shifts in the content marketplace, from originals and licensed libraries to live sport and the creator economy, alongside the marketing tactics and technology innovations reshaping competition. The session connects these trends to the strategic realities facing both global streamers and local players, landing in evidence-based predictions and open questions about the future of streaming and television in Australia.