Key findings including ‘89% of Australians want to see more Australian Made media content’, validate SPA’s ongoing advocacy for more investment in Australian programs and for easier access so that Australian stories can be both available and easily found on screens, regardless of platform.
This data also reinforces the Australian Government’s objectives set out in the National Cultural Policy Revive, including for regulation of streaming services to contribute to the ongoing production of Australian screen content, protection of our intellectual property, and to facilitate the sharing of our culture with audiences here and across the world.
“This data reinforces the government’s National Cultural Policy – Australian audiences want to see and find more Australian stories on their screens,” said SPA CEO Matthew Deaner.
“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,” said Mr. Deaner.
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,” said Mr.Lazzaro.
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.
According to the Australian Government, a 20 per cent investment obligation for streaming platforms would result in a small increase in their current spending on Australian stories. SPA believes this is a reasonable and fair expectation from audiences for them to reinvest to deliver more Australian stories and support a vibrant Australian creative industry.
Key findings regarding the discoverability of Australian content on screens include:
- 81% of Australians would like an easier way to identify Australian Made media content.
- 77% of Australians would like an easier way to identify Australian Made films.
- 76% of Australians would like an easier way to identify Made tv shows/series.
- 64% of Australians would like an easier way to identify Australian Made games.
Discoverability of Australian content is key to unlocking the cultural impact of Australian screen stories by ensuring Australians continue to have clear opportunities to access their culture on the platforms they are using.
It is an exciting time for the Australian screen industry, but it’s way past time to legislate reforms to ensure Australians have easy and ongoing access to their stories and culture on screen, and that the unique Australian screen industry goes from strength to strength, delivering employment, economic dividends, and a sustainable future for the next generation of screen practitioners.
