New research reveals that an overwhelming 89% of Australians are eager to see more home-grown media content.
According to a study conducted by Roy Morgan and commissioned by Australian Made, the desire for local television content is particularly strong, with 81% of Australians expressing a preference for Australian-produced TV.
Matthew Deaner, the CEO of Screen Producers Australia, stated that the data aligns with the Australian Government’s objectives as outlined in the National Cultural Policy Revive, which includes regulating streaming services. Deaner said,
“Australian audiences want to see and find more Australian stories on their screens. 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.”
Screen Producers Australia and the production industry are championing government policy that would require streaming platforms to reinvest at least 20% of revenues earned in Australia into new Australian content. Deaner emphasised the clarity of the message from the Roy Morgan report, saying it should encourage the Australian Parliament to legislate this requirement alongside better discoverability regulations and greater protections for Australian intellectual property.
Ben Lazzaro, Chief Executive of Australian Made, commented on the increased demand for locally produced products, saying,
“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.”
The report also found that 81% of Australians want more locally-made films and 59% are interested in seeing more Australian-produced games.
The Albanese government is responding to these demands by introducing content quotas for streaming platforms, including Netflix, Disney+, Prime Video, and Apple TV+, as part of their Revive National Cultural Policy.
The government is expected to introduce legislation regulating Australian screen content on streaming platforms in the third quarter of 2023, with commencement slated for no later than 1 July 2024.
