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a whole lot of houses with green dollar signs
No matter where refugees are being sponsored, finding appropriate and affordable housing is a major stressor for community groups (Photo: Getty Images; additional design: Tina Tiller)

BusinessJune 3, 2022

Is the rental market finally good for renters?

a whole lot of houses with green dollar signs
No matter where refugees are being sponsored, finding appropriate and affordable housing is a major stressor for community groups (Photo: Getty Images; additional design: Tina Tiller)

Average weekly rents may have jumped over the last year but the recent property market slowdown has struggling vendors looking to tenants for relief. The flow-on effect puts renters in the box seat.

For the last three months, Auckland renter Lucy Whitelock-Bell has kept an eye on the Trade Me advert for her old home. Her former three-bedroom flat, the upper section of a two-storey bungalow in the Auckland suburb of Kingsland, was “tiny” for $750 a week, the water resources engineer says. It felt like living in an overpriced two-bedroom apartment. “It was fine for two people, it was not workable for three people. Then, when the pandemic happened, at least one of us would have to do lockdown somewhere else. You couldn’t have all three in the house.”

Market rents of comparable Kingsland properties range from $480 a week to $529 at most. Before they moved out, Whitelock-Bell and her flatmates were offered another year, at $765 a week, on their fixed-term lease. The previous year, the rent had risen $10, to $750. The flatmates declined to renew and as soon as the property was listed online, the price dropped to $760 – “a slap in the face”, as Whitelock-Bell describes it. It’s now listed at $690.

Barfoot & Thompson director Kiri Barfoot sees parallels with a rental of hers, a two-bedroom unit in St Heliers that, at $500 a week a year ago, had people “all over it”. So far in 2022, though, only one person has inquired about it, she says with a laugh, “and that’s after the property manager made a few phone calls”. Typically, landlords will raise the rent $10 to $20 as they search for new tenants. But Barfoot hasn’t changed the price, “which is unusual”.

Barfoot & Thompson director Kiri Barfoot (Photo: Supplied)

Rentals priced at around $600 a week are staying vacant, her property manager tells her, and landlords are having to decrease the rent by the same amount they would usually increase. The Auckland real estate company manages about 17,000 rentals; nearly 500 are available. “It’s not massive, it’s not like there are empty houses all over Auckland,” Barfoot says, “but it’s definitely slightly higher than it would’ve been a year ago.”

A slowing housing market could well be contributing to the increase in rental stocks. The most recent property report from the Real Estate Institute of New Zealand (REINZ) noted sales continued to slow down in April, while price growth was “moderate” and more housing stock was lingering on the market. Challenges with supply have switched to the demand side – first-home buyers and investors are encountering stricter lending criteria and tighter loan-to-valuation ratios, coupled with rising interest rates and inflation, said REINZ chief executive Jen Baird in the report. Fewer people were attending open homes and auction rooms; fewer buyers were making inquiries.

Vendors struggling to sell either persist, but with softer expectations, or turn to the rental market. According to recent Trade Me Property figures, Wellington and Auckland are outliers when nationally, fewer rentals are coming to market in 2022 compared with last year. Across Aotearoa, the number of rental properties available in April dropped 1%; in March, it fell 6% year-on-year. Yet the capital city is bucking that trend – availability jumped more than a quarter in April 2022, compared with April 2021, and 7% in March this year. Auckland’s supply year-on-year rose 5% and 2% in April and March respectively. Trade Me Property sales director Gavin Lloyd said in a press release accompanying the figures: “If we continue to see market activity slow down, we may also see some price relief too.”

Weekly rents are already at record-breaking levels – but they are starting to ease. The national median for April rose to an unprecedented $580 a week, Trade Me’s rental price index noted, the second consecutive month that rents jumped 7% year on year. That’s meant tenants are paying $40 more a week than they were a year ago, Lloyd said. In Auckland, the average weekly rent may have topped $600 but, compared with March, it marked a slight drop of $10 a week. Similarly in Wellington, rent reached $625 but it fell 2% when compared with the previous month.

Because of a glut in supply in Wellington, studios and one-bedroom apartments in the CBD have dropped to under $400 a week – a price “unheard of” before the pandemic, says Harrison Vaughan, managing director of property management company Tommy’s. In mid-May, it saw the most active rental listings ever on Trade Me at just under 1,000 (it’s now over 1,450). Usually, the market holds 400 properties at most for mid-autumn, and the increase is giving renters “plenty of choice” for the first time in years. Vaughan believes the rental market is at the start of a “major turning point” and landlords might need to start marketing themselves to stand out. “Throw in some whiteware, maybe a free week’s rent, or even offer to contribute towards moving costs,” he says.

Market rents of comparable Kingsland properties range from $480 a week to $529 at most (Photo: Don Rowe)

Barfoot says rent relief in Tāmaki Makaurau has really only materialised within the last month after a year when average weekly rents across Barfoot & Thompson’s rental portfolio had risen 3% in most suburbs. Described as a “slight rebound” off the back of two years of rent freezes or sluggish increases, plus the expected increase in operating costs, the trend hides monthly fluctuations – due to the absence of incoming overseas students and migrants, inner-city Auckland apartments are going for nearly half the price they typically would’ve attracted before the pandemic, while two-bedroom new-builds are usually in hot demand and are more expensive than older two-bedroom places.

Through feedback loops, Barfoot is hearing that tenants are becoming more price-sensitive, which isn’t surprising. “The cost of living has gone out of control, inflation is super high, petrol has gone up, a block of cheese has gone up,” she says. Most landlords would have to up rent by $100 to $200 a week to break even, but “you’re not going to get any tenants if you do that”. Conversely, if renters can save $20 a week on rent, “they will”. Winter has officially arrived; the appetite to shift properties drops in the cooler months, meaning less competition. If tenants want somewhere nicer for the same amount of money or slightly less, then now is a good time to look, Barfoot says. Upward and downward forces are working in their favour.

That the market is starting to shift the way of tenants has been “weird” to witness, says Whitelock-Bell, the water resources engineer. Transactions have largely been one-way during her years of renting, with tenants taking whatever they could get. Now, they can expect good-quality flats following the introduction of minimum “healthy home” standards in 2019. But the power imbalance between landlords and renters is “ingrained”. She says it’s a struggle her flatmates faced at their last place and could still encounter should problems arise with their current place. But at least it is “normal-sized”, costing relatively the same as their previous home. “We’re lucky.”

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Savvy switchers
Consumers are revolting against an exploding digital streaming market by constantly switching subscriptions. (Photo: Getty / Treatment: Archi Banal)

BusinessJune 1, 2022

The rise of ‘savvy switchers’ is bad news for streaming services

Savvy switchers
Consumers are revolting against an exploding digital streaming market by constantly switching subscriptions. (Photo: Getty / Treatment: Archi Banal)

Consumers are becoming more and more ruthless with their subscription decisions. Experts say some streamers may not survive the trend.

The dreaded words “recession” and “retraction” were used early. The phrases “challenging trends” and “canary in the coal mine” were uttered with thinned lips and furrowed brows. “This is not going to be the cheeriest of sessions,” confirmed Mark Mulligan in his opening remarks.

It was already an incredibly bleak beginning to a research presentation. Then, Mulligan said: “What we’re going to be talking about is … a period of uncertainty over a number of months and years.”

Covid. Inflation. Supply chains. The war in Ukraine. The cost of living crisis. Tasty cheese. Petrol. He could have been talking about any industry that’s getting squeezed in 2022. Instead, the Midia Research managing director and the rest of his team were beaming out live on YouTube to discuss something far closer to my heart.

Streaming. Not just television, the thing we all used to numb our brains and pass the time during Covid lockdowns, but music, podcasts, audiobooks, gaming… anything that provides some form of online entertainment.

At The Attention Recession webinar, five experts argued that a glut of streaming options during lockdown have led us into a big pool of digital gloop. Those businesses — from Netflix to YouTube, Apple Music to Spotify, as well as podcast platforms and gaming subscriptions — are competing for an increasingly savvy market looking to cut costs.

Surely, they can’t all survive.”We hit peak when the pandemic hit,” declared Mulligan. “People sat at home with cash in their pockets and time on their hands. We saw a surge in entertainment that didn’t require you to go anywhere.”

This, he said, created an “artificial boom”. Now, as Covid-19 restrictions end, people go back to work, cafes and restaurants re-populate, and borders open back up, that boom is subsiding again. Midia’s research makes a very strong case that streamers across many formats have maxed out their audiences.

Netflix
Netflix’s issues could be problems for all subscription platforms, says new research. (Photo: Getty Images)

And the time when consumers would subscribe religiously to one service and never change it is over. Instead, “savvy switchers” are on the rise, those that spend a month on one streaming service, bingeing everything they want, then switching to another. That means Netflix one month, Apple TV+ the next, then Disney+ and so on.

As Netflix proved when it announced it would lose two million subscribers this quarter, sending its stock price plummeting, market domination is no longer a given.

For TV, the research (which was conducted in the US, UK, Australia and Canada, but it’s fair to say there are common threads in Aotearoa) shows Netflix and co have found their ceiling. They’re no longer competing for new users, but instead trying to persuade customers to switch services.

Half of all consumers already have one TV streaming subscription. Mark’s brother Tim Mulligan, head of Midia’s online video research, says that’s about as big as it’s going to get. “The takeaway here is we’re reaching organic limits of video subscription services … there’s a finite number of subscriptions people are willing to tolerate.”

So what’s happening now? If you’ve ever dropped one TV streaming service to pick up another, you’re already a savvy switcher. More and more people are doing this – it’s a sign that consumers are getting smarter with their entertainment options to save dollars and get more bang for their buck.

They’re also over searching for stuff. Tim Mulligan believes Netflix’s lack of quality control is an issue. “There’s more content than there’s ever been in the history of content,” says Tim. “If you don’t have a layered, curated experience [customers will go somewhere else].”

But it’s not just other TV streaming services customers are moving to. If there’s one common theme that came through Midia’s research, it’s that online entertainment options are all mixed up. TV services aren’t just battling other streamers, they’re in competition for ears and eyeballs with music, podcasts, audiobooks, and, increasingly, gaming subscription services.

As inflation and the cost of living continues to rise, customers are running a leaner, meaner subscription operation. “If we’ve got 10% inflation, and someone has 10 subscriptions, someone has to ditch one of those subscriptions to have the same standard of living in 12 months time,” says Tim Mulligan. “That’s the first time that’s happened in the digital economy.”

How will that play out in music? With just two major players in Apple and Spotify, things are likely to be more stable than in the ultra-competitive TV market. Mark Mulligan believes more customers might switch to Spotify’s free, ad-supported streaming service to save money.

Yet customers are unlikely to bow out of music completely because “music is a cheaper product … and you only need one of them”.

Spotify v Apple Music
Customers may prefer Spotify’s free subscription to save money if living costs continue to rise. (Photo: Getty Images)

As many gamers already know, the best value for money could lie in video game subscription services. Playstation Plus and Xbox Live subscription packages offer gamers hundreds of hours of interactive content across dozens of titles for the same price as Netflix. They’re also newer services “in a more favourable stage of the adoption cycle” says analyst Karol Severin, who believes more are cottoning on to this than ever.

What does all this add up to? Cultural trends analyst Hanna Kahlert says the short-term outlook isn’t good. “The artificial boom period is coming to an end,” she warns. Add in the cost of living crisis, and some streaming services aren’t going to last. Locally, that could be good news for free services like TVNZ OnDemand and Three Now, both of which offer quality local content and varying selections of overseas shows, all for just your email address.

Paid services are going to have the problems. Savvy switchers aren’t going away. Younger consumers are already accustomed to “stop-start, all-or-nothing behaviour” says Kahlert. They may even get better at it, and start teaching their parents how to do it. “Those habits are there to stay.”

That’s good news for wallets, but bad news for streaming services, who are going to need to find ways to offer better value for money, and more reasons for subscribers to stick around, or they simply won’t last.

Rewatch the webinar here: