89% of Australians want to see more Australian-made media content, according to new research.
A report by Roy Morgan commissioned by Australian Made earlier this year found that 81% of Australians want to see more Australian-made TV.
Screen Producers Australia CEO Matthew Deaner said the data also reinforces Australian government objectives set out in the National Cultural Policy Revive, including regulating 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 are a win-win proposition. It’s a win for audiences, a win for cultural impact, and a win for the film industry.
“That’s why SPA and the production industry strongly support the government’s policy of requiring streaming platforms to reinvest at least 20% of revenues earned in Australia into new Australian content.
“The message of the Roy Morgan report could not be clearer and should serve as support for the Australian Parliament to legislate this requirement alongside regulation for better discoverability and greater protections to ensure the preservation of Australian intellectual property for its creators.”
Australian Made chief executive Ben Lazzaro said: “Over the last few years we have seen an overwhelming demand for locally produced products, with many Australians becoming more discerning with the products they consume. This research shows us that more Australians want to see more Australian-made on-screen content. More Australian content means more Australian jobs and more Australian success stories.
“The famous green and gold kangaroo is the most effective way for viewers to identify locally produced content and provides a proven solution for producers looking to highlight the ‘Australianness’ of their locally produced films and TV programmes.”
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 films made in Australia.
• 81% of Australians want to watch more Australian-made TV programmes/series.
• 59% of Australians want to see more games made in Australia.
Content quotas will be introduced for streaming platforms including Netflix, Disney+, Prime Video and Apple TV+ as part of the Albanian government Revive National cultural policy.
The government will introduce legislation for Australian screen content on streaming platforms in Q3 2023 and from 1 July 2024.