Attention-Grabbing Statistics and Industry Insights

Australia’s content makers are facing a daunting challenge in retaining the attention of the country’s viewers, as revealed by a recent Screen Australia report titled Screen Currency 2026. Despite the fact that 85% of Australians consider access to local content to be important, and 75% want more of it, the report found that 60% of viewers spend less than 30% of their viewing time on local content. Furthermore, only 36% of respondents found it easy to find Australian content.

The report highlights the disparity between the importance Australians place on local content and the actual time they spend watching it. This is a pressing concern for the industry, particularly as the TV, film, and games sectors continue to contribute significantly to the economy. In 2023/24, these sectors generated more than A$11 billion ($7.8 billion) in economic value and employed over 70,000 people in 2024/25. The export market is also thriving, with A$1.6 billion in exports in 2023/24, primarily driven by the gaming industry.

Exports have seen an average annual increase of 15% since 2016/17, indicating a growing demand for Australian content on the global market. However, the report also notes that younger audiences are increasingly relying on algorithms and platforms for their viewing choices, favoring games, streaming, and short-form content over traditional TV.

Expert Insights and Industry Recommendations

Screen Australia CEO Deidre Brennan emphasizes the need for the industry to adapt to these changing viewer habits and focus on building enduring intellectual property, strengthening audience relationships, and improving discoverability. She believes that future success will require support for Australian businesses to compete confidently in global markets.

The report highlights the importance of co-productions and partnerships that provide scale and financing as a major opportunity for the industry. This is reflected in the fact that India, New Zealand, China, and the UK are among the top countries inclined to engage with Australian content.

Screen Currency 2026 is being billed as an ambitious landmark research project, drawing on expertise from 18 partners across five research teams. The project involved over 40 stakeholder consultations, focus groups, forums, interviews, and analysis, with more than 13,750 people participating. The findings have been distilled into five reports, providing a comprehensive understanding of the Australian content industry’s strengths, weaknesses, and future prospects.

Australia’s Content Industry: A Bright Future Ahead?

While the report presents a challenging landscape for Australian content makers, it also highlights the industry’s potential for growth and innovation. With the right support and strategies in place, the sector can continue to thrive, providing high-quality content that captivates audiences both domestically and internationally.