★★★★★ 0/5

Survey backs local quotas on Streaming platforms

60% of Australians support SVOD services spending 20% of revenue on local content, a new survey finds.

4
Leave a comment

A majority of Australians want to see local quotas placed on streaming platforms, according to a new survey.

60% of Australians support requiring SVOD services to spend at least 20% of their revenue on Australian content.

The Australia Institute surveyed a nationally representative sample of 1,006 Australians in March and 1,000 in May 2021 about their use of subscription-video-on demand (SVOD) services, concerns about their impacts on children and attitudes towards requiring SVODs to provide more Australian content.

Key Findings:

  • Seven in ten (69%) Australians use a SVOD service.
  • Netflix is by far the most popular SVOD service, used by over half (57%) of Australians.
  • Three in five (60%) Australians have some level of concern about children missing out on Australian history and culture due to the prevalence of American content on media platforms.
  • Three in five (60%) Australians support requiring SVOD services to spend at least 20% of their revenue on Australian content.

The polling showed just under two-thirds supporting a quota that requires streaming services to spend 20% of their Australian revenue on Australian content. Labor and Coalition voters (both 63%) were most likely to support this requirement.

“Australians have love watching Australian stories and our local content requirements for television have delivered for decades. Now, with seven in 10 Australians using streaming services, it is crucial these services are required tell Australian stories too,” said Ebony Bennett, deputy director at the Australia Institute.

“Local content quotas for traditional broadcasters have helped ensure the sustainability of the television sector and the availability of Australian stories on local television screens and Australians overwhelmingly support local content requirements for streaming services.

“As the Prime Minister has said, ‘the rule of law must operate the same online as offline’. Australians have welcomed streaming services into their homes and these services should invest in Australia’s television industry which has gifted us all with everything from Bluey to Neighbours.

“The Australian arts and entertainment industry has been hit hard by the pandemic and needs support more than ever, an injection of revenue would be a good place to start.”

SPA CEO Matthew Deaner said: “These findings are further proof of the urgent need for Government action in this space. We know these services are extremely popular, with 7 out of every 10 Australians using them, yet they face no obligation to contribute back to Australian culture.

“Whilst we warmly welcome the voluntary commitments made by some providers, these commitments are inconsistent over time and across providers, and are vulnerable to changes in strategy and content budgets.

“We need robust rules in place to ensure an ongoing commitment at a meaningful level, and we welcome the news that the majority of Australians support a quota in line with SPA’s proposal of 20% of local revenue.

“The SPA proposal will deliver a rich dividend of Australian stories and culture for the huge numbers of Australians using streaming services, and a vibrant production industry with 10,000 additional local jobs.

“With minimum safeguards for Australian children’s content also in the SPA proposal, this will address the concern made plain in the Australia Institute data that Australian parents want their children to be connected to their local culture and history.”

4 Responses

  1. I actually don’t want great Australian dramas going to streaming services. I think they should be on free to air where everyone can watch them. There are getting to be too many streaming services it’s getting ridiculous. We can’t afford to get them all. Or have a first run on the streaming platform with the understanding it will go to free to air at a later date.

  2. Is this survey using the same algorithm the political pollsters use? 2,006 people is not a big sample, generally speaking I would suspect that average Australians just want to watch consistent quality entertainment wherever it comes from, but if consumers are asked if they were willing to pay an extra $4.00 in their monthly subscription it will have an effect on subscriber numbers, which is all important for companies like Netflix. Australia is not as big a market as the USA or Europe who is using the EU to create political pressure for more local content, the Australian movie and TV companies would have to lift their game and show their worth in the highly competitive global streamed entertainment industry.

    1. A survey of 2000 people will be accurate within +/- 2%, if the sample is properly random. Of course the more you drill down the more the error will be for small categories, but it will still be within +/- a few percent. And making the sample a lot bigger won’t make it much more accurate. Proper statistical sampling is an effective and efficent method of obtaining data. Much better then a census.

      The preliminary VOZ data shows that people don’t like watching Australian TV when its free, unless is competitons, news and sport, even when it’s free. What those already subscibing are expectings is quality Australian content from Netflix et al. at a marginal cost of zero to them. There is no such thing as a nice free lunch.

  3. I can’t see anyone not thinking it’s a good thing to have local content, but did they ask if they would be willing to pay more for their SVOD subscriptions for this content?

Leave a Reply