Here is a review of the Australian Online Movie Rental market. Its a market that is just starting to take off. If you look at the stats in the US, Australia is set to reach 1M users, but its currently only around the 100k mark. Australia perhaps lacks some reasons that makes the US market better (mail pickup from your own letterbox), but those numbers are based on existing US customers. The US market supposedly is increasing, so we would expect 1M to be a reasonable target.
