Almost two-thirds of Australians use video streaming services like Netflix as the value of online advertising closes on $9 billion, new figures show.

The Australian Communications and Media Authority chair Nerida O’Loughlin says the watchdog’s latest annual report shows Australians love “data-hungry” technologies.

“It’s clear that Australians have embraced technology, which is helping drive demand for faster internet,” Ms O’Loughlin said.

The majority of data downloads in 2018-19 was over fixed internet lines, with nearly nine in 10 Australians accessing the internet on their mobile phones.

Fewer than half of Australians have a home phone, with 51 per cent going mobile only.

The household market for Internet of Things – like smart speakers, smart air-conditioners and security cameras – increased by 57 per cent in the 12 months to 2018, and is now worth $1.1 billion.

“The average household is predicted to have 18 internet-connected devices by 2023,” Ms O’Loughlin said.

Netflix is dominating the video streaming market, with more than half of Australians using the service in the seven days leading up to May 2019.

One in 10 Australians had at least four or more video streaming services.

Spotify has a firm hold as Australia’s favoured music streaming service, with 70 per cent of Australians using it in the seven days leading up to May 2019.

Its closest competitor was Apple Music, with 13 per cent of Australians listening to music on the service over the same period.

Between 2014 and 2018, spending on online advertising has only grown, with the now $8.8 billion industry making up more than half of ads spending, compared to 37 per cent in 2014.

Ads in online directories or searches made up the largest portion of online advertising, worth more than $4 billion.

-AAP