Study: One in three Aussies can't decide what to watch, play or do
Growth Distillery research finds 33% of Aussies struggle to choose entertainment, creating a loyalty opportunity for brands.
A third of Australians struggle to decide what entertainment to engage with, despite almost 75% saying it is central to their life, according to new research from The Growth Distillery.
The Growth Distillery, a research think-tank powered by News Corp Australia, released the findings in its Entertainment Nation 2026 report on 11 August 2026.
Discovery is fragmented across platforms, word of mouth and social channels, the report found, with no single source reaching even half the market.
The digital challenge
In digital spaces, audiences are overloaded with content and given little guidance on what to choose, the report found. These audiences are the least likely to know what they want before opening a platform, and the most likely to feel overwhelmed by large content libraries.
Brands that help audiences find what they want, rather than offering more of everything, have the most to gain, the report found.
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The physical challenge
In physical spaces, cost is the primary barrier to participation, cited by 54% of cinema-goers, 58% of live event attendees and 38% of cultural event attendees, the research found.
Audiences judge the value of a ticket by how long the experience stays with them, not by the activity itself, the report found. Brands that extend the experience through expert analysis, community access and behind-the-scenes content will make cost feel justified and drive repeat attendance, according to the research.
The Growth Distillery's head of growth intelligence, Liza Williams, said the findings signalled an opportunity for brands.
"Australians have never been more emotionally invested in entertainment, yet never more frustrated by it. They are not short of things to watch, play or experience. What they are short of is help finding the right one. That is a significant opportunity for brands, and the ones that step into that role will build stronger, more loyal audiences," Williams said.
Entertainment Nation 2026 is available to download via The Growth Distillery.
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