Australians want local content but struggle to find it, new report finds

Australians want to watch more homegrown film and television, but new Screen Australia research has found much of that content is struggling to reach audiences.

Screen Australia’s Screen Currency 2026 report found 84% of Australians believe access to local screen content is important and 75% are interested in watching more.

However, 60% spend less than 30% of their viewing time watching Australian content, while just 36% believe local productions are easy to find.

The findings put discoverability at the centre of the challenge facing Australia’s screen industry as audiences increasingly split their attention across streaming services, social media, gaming and short-form platforms.

Discoverability becomes the challenge

Screen Australia CEO Deirdre Brennan said Australian stories continued to resonate with audiences despite increasingly global viewing habits.

“While audience choices become increasingly global and algorithm-led, Screen Currency 2026 confirms local TV, film, direct-to-audience content and games matter deeply to Australians and clearly resonate around the world,” she said.

“Australia has extraordinary talent and internationally recognised capabilities, but there is no doubt we are in a pivotal moment of transformation for the sector. We want our communities and experiences reflected on all screens, but ensuring we reach people is now as important as producing that content. Future success will require support for Australian businesses to build enduring intellectual property, strengthen audience relationships, improve discoverability and compete confidently in global markets. This is a creative industry worth investing in.”

The report found audiences are increasingly relying on algorithms, recommendations and their peers to decide what to watch, rather than actively searching for content.

Local productions are also prompting audiences to act. Some 71% of Australians surveyed reported taking an action after engaging with homegrown content, including discussing it with others (43%), researching a topic further (36%), recommending it (27%) or changing their behaviour (22%).

Government backs local content

Minister for the Arts Tony Burke said the findings reinforced the cultural value of Australian productions.

“Australians know how valuable it is to see our stories, experiences and talent on screen. Australian content shapes our culture, discussions and our understanding of each other, and gives us that all-important sense of belonging. That is why our Government is building on the momentum of Revive and developing a new National Cultural Policy to set a long-term vision for Australia’s creatives and support a vibrant, thriving cultural sector.

“Our Government backs local stories on our screens – passing laws to mandate an Australian content requirement on streaming services and investing strongly in local children’s and drama content. We’ll continue to celebrate Australian voices at every opportunity and ensure they are front and centre for Australian audiences,” he added.

An $11 billion industry

Beyond its cultural impact, Australia’s screen and games sector contributed more than $11 billion to the economy in 2023-24 and directly employed almost 70,000 people in 2024-25.

Screen and games exports were worth $1.6 billion in 2023-24, with games among the fastest-growing parts of the industry.

Australian content is also driving interest overseas. Half of respondents across eight international markets said watching Australian film and television had increased their interest in visiting the country.

India, New Zealand, China and the UK were among the strongest international markets for Australian stories.