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Report: Audiences want more Aussie made TV

Ahead of content quota regulation, new research supports more locally made TV & Film.

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89% of Australians want to see more Australian made media content, according to new research.

A Roy Morgan report commissioned by Australian Made earlier this year found 81% of Australians want to see more Australian made TV.

Screen Producers Australia CEO Matthew Deaner said,  the data also reinforces the Australian Government’s objectives set out in the National Cultural Policy Revive, including for regulation of streaming services.

“This data reinforces the government’s National Cultural Policy – Australian audiences want to see and find more Australian stories on their screens,” he said.

“Government investment requirements on streaming platforms is a win-win-win proposition. It is a win for audiences, a win for cultural impact and a win for the screen industry.

“That’s why SPA and the production industry strongly supports government policy for a requirement on streaming platforms to reinvest at least 20 per cent of revenues earned in Australia into new Australian content.

“The message from the Roy Morgan report couldn’t be any clearer and should serve as a bolster for the Australian Parliament to legislate this requirement along with regulation for better discoverability and greater protections to ensure the retention of Australian intellectual property for its creators.”

Australian Made chief Executive Ben Lazzaro said, “We have seen an overwhelming demand for locally produced products in recent years, with many Aussies becoming more discerning with the products they consume. This research shows us that more Australians want to see more Australian Made screen content. More Aussie content means more Aussie jobs and more Aussie success stories.

“The famous green and gold kangaroo is the most effective way for viewers to identify locally produced content, and it provides a proven solution for makers wanting to highlight the ‘Australianness’ of their locally produced films and TV shows.”

Key findings regarding Australian content on screens include:

• 89% of Australians want to see more Australian Made media content.
• 81% of Australians want to see more Australian Made films.
• 81% of Australians want to see more Australian Made TV shows/series.
• 59% of Australians want to see more Australian Made games.

Content quotas will be introduced for streaming platforms including Netflix, Disney+, Prime Video and Apple TV+ as part of the Albanese government’s Revive National Cultural Policy.

The government will introduce legislation for Australian screen content on streaming platforms in the third quarter of 2023 and to commence no later than 1 July 2024.

5 Responses

  1. Well I don’t want great Aussie dramas going to streaming services that not everyone can watch. I think they should be aired on networks that everyone can watch. With the current writers & actors strike when network TV runs out of new overseas shows maybe some of the shows on streaming will air there. Ch 9 owns Stan. Why don’t they show their shows on 9 a year or so after they’ve aired on Stan? Hopefully some of the shows on Paramount+ will come to 10.

  2. I somehow think local commercial broadcasters may well be forced into more Australian content investment outside tentpole television such as MAFS, regardless of whether or not quotas are reinstated.

    The US content tap could well run dry with a protracted WGA strike: and there are only so many reruns of US shows viewers will put up with, before they will simply turn to streaming once the tentpole program at 7:30pm is finished.

  3. I do like Australian made but much prefer the British and the USA TV series. Not necessarily the USA movies….way too much swearing. I find all these 20-40 something Batchelorette, Farmer wants a Wife, Love Island shows just rubbish. where are the The Sullivans, A Country Practice shows that were once staple viewing?

  4. There seems to be a disconnect with what people say they want to watch and what they actually want to watch, which is Sport, MAFS, Home & Away. What happens to the $1.2b ABC when Government is busying mandating and massively subsidising Australian content on Amazon, Disney, Netflix and Apple TV content for rich inner-city audiences? The Americans sure aren’t going to be targeting Whalan.

  5. Then why don’t they watch them when they’re made available? Networks stopped investing in local drama because it simply doesn’t rate, Home and Away being the exception. The Aussie shows that do run are only to fill a quota.

    It’s like MAFS – everyone calls it rubbish and trash TV, yet it dominates ratings with over 1 million viewers a week.

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