Australia‘s content makers have a fight on their hands to keep the attention of the country’s viewers, new research has shown.
A Screen Australia report, Screen Curreny 2026, found that while 85% of Australian say access to local content is important, and 75% want more, 60% spend less than 30% of their viewing time on it. Furthermore, only 36% say it’s easy to find.
This is despite the TV, film and games sectors contributing more than A$11B ($7.8B) to the economy in 2023/24, the most recent financial year records available – and employing more than 70,000 people in 2024/25. Further stats show exports hot A$1.6B in 2023/24, primarily driven by gaming. Exports have increased by an average 15% year-on-year since 2016/17.
Shows such as Colin From Accounts, The Narrow to the Deep North and Top End Bub are among breakout titles from the country over recent year. Despite the momentum, Screen Australia CEO Deidre Brennan warned reach was critical to building momentum.
However, as with other countries, younger audiences are increasingly reliant on algorithms, platforms and recommendations for viewing choices, and will favor games, streaming and short-form content to traditional TV content.
“Australia has extraordinary talent and internationally recognised capabilities, but there is no doubt we are in a pivotal moment of transformation for the sector,” said Brennan. “We want our communities and experiences reflected on all screens, but ensuring we reach people is now as important as producing that content.
“Future success will require support for Australian businesses to build enduring intellectual property, strengthen audience relationships, improve discoverability and compete confidently in global markets. This is a creative industry worth investing in.”
Other interesting facets of the research include India, New Zealand, China and the UK being the most inclined to engage with Aussie content, and that production businesses saw co-productions and partnerships that provide scale and financing as the biggest opportunity for the industry.
Screen Currency is being billed locally as “an ambitious landmark” research project based on more than 40 stakeholder consultations and expertize from 18 partners across five research teams. Industry and audiences, focus groups, forums, interviews and analysis have been surveyed locally and internationally and new research has been produced. Screen Australia said more than 13,750 people participated, with 13,550 involved in six surveys. Five reports have been created as a result.
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