The Albanese Government will legislate Australian content requirements for streaming services, formalising a long-anticipated shift to ensure local stories remain visible on global platforms.
Under the bill, streamers with more than one million Australian subscribers will be required to invest at least 10% of their Australian content spend – or 7.5% of their Australian revenue – into new Australian drama, children’s, documentary, arts and educational programs.
The move completes the regulatory bridge between traditional broadcasters and streaming platforms, delivering a key commitment under the Revive national cultural policy.
‘Australian stories on every screen’
Arts Minister Tony Burke framed the move as essential cultural infrastructure in an increasingly global content market.
“We should never underestimate how important it is for Australians to see themselves on screen,” Burke said.
“We have Australian content requirements on free-to-air and pay TV, but until now, there has been no guarantee on streaming services.”
“No matter which remote control you’re holding, Australian stories will be at your fingertips.”
Burke added that global platforms have had no barriers distributing content into Australia – and that the obligation helps ensure local screen workers and audiences continue to benefit.
Maintaining momentum
Communications and Sport Minister Anika Wells highlighted recent high-profile projects from streaming platforms as proof the appetite exists for Australian stories.
“Many streamers are already producing great Australian shows like Apple Cider Vinegar, The Narrow Road to the Deep North and Boy Swallows Universe; this announcement makes sure shows like these continue to be part of our national identity,” she said.
“Real Australian content like Bluey matters, it connects us to who we are and shares it with the world.”
Wells cited discussions with Brisbane’s Ludo Studio – home of Bluey – and Screen Producers Australia through development of the framework.
Industry reaction
Early feedback from the creative sector has been broadly positive, with industry groups arguing the policy will strengthen domestic storytelling and keep local talent in the frame as commissioning strategies reset across the global streaming market.
APRA AMCOS, which represents 128,000 songwriters, screen composers and music publishers, welcomed the framework.
Chief executive Dean Ormston said the move positions Australia as a regulatory leader at a time when local voices risk being drowned out by global content pipelines.
“This is an incredible first step for Australia, once again leading the way in regulation within a global content market where extraordinary local stories and local music can be drowned out by content from major overseas markets,” Ormston said.
“Critically, the obligation includes requirements to spend on post-production in Australia, opening the door for Australian screen composers and local music to play a central role in telling our stories. This represents a significant new opportunity for Australia’s music creators.”
Kaitlyn Dever as Belle Gibson in the Netflix limited series ‘Apple Cider Vinegar’.
Meanwhile, The Australian Writers’ Guild (AWG) also backed the announcement, positioning the scheme as a safeguard for Australian storytelling in an increasingly volatile global production market.
AWG chief executive Claire Pullen said the new obligations recognise the growing dominance of streaming platforms, and the need for them to contribute meaningfully to the ecosystem they profit from.
“Amid global uncertainty, the government has said it wants to ensure a future for Australian content,” Pullen said.
“Our members work in a volatile market where streaming platforms wield enormous power. There is a growing disparity between broadcast and streaming in terms of how they give back to the community and our local industry, even as streaming comes to dominate how we watch shows and films.”
AWG president and Logie-winning showrunner Peter Mattessi noted the policy comes after years of advocacy.
“Streaming platforms are taking billions of dollars out of the country in subscription fees from Australians – Australians who tell us over and over again that they want to see more Australian content on their screens,” Mattessi said.
“It has been a long road to get to this point and after lengthy conversations with Government, we are pleased to see our input incorporated into this model, and to see our nation once again require those who deliver screen content to invest in the importance of Australian storytellers telling Australian stories.”
The bill will be introduced to Parliament in coming weeks.