Screen Currency 2026

Audience Insights

Australians connect through shared stories

Australian screen content continues to play an important role in Australians’ lives. Whether sparking conversations, creating shared cultural references or helping audiences better understand different perspectives, local stories continue to bring Australians together. The research shows that Australian content supports belonging, social cohesion and emotional wellbeing. From contemporary dramas and documentaries to children’s programming and First Nations storytelling, local screen content helps audiences see themselves, understand others and engage more deeply with the experiences that shape modern Australia.

As consumption behaviour shifts, discoverability must become a key focus

Levels of support for Australian content are higher than levels of consumption. Australian screen content is consumed in a fragmented, platform-driven environment and audiences rarely decide what to watch without some form of recommendation.

84%

of Australians believe it's important that Australians have access to local screen content

85%

say screen content is an important part of their daily routine

78%

of Australians have played a video game in the past six months

71%

have been inspired to take action after viewing local content

Key takeaways

85% of Australians say screen content is important in their daily lives.

Screen content plays a central role in everyday life, with one in three Australians reporting it is a very important part of their routine. While entertainment is the primary driver of viewing, audiences also value the authenticity, emotional resonance and cultural relevance that Australian stories provide.

84% believe Australians should have access to Australian-made screen content.

Support for local screen content remains high, with three in four Australians also interested in watching more Australian-made programs and films. Audiences see local storytelling as important for reflecting Australian culture, diversity and lived experiences.

78% of Australians have played a video game in the past six months.

Video games are no longer a niche activity. Australians of all ages are playing across mobile, console and PC platforms, highlighting the significant role games play in recreation, creativity, connection and everyday culture.

73% agree Australian content is as well made as international productions.

Audiences judge quality through authentic storytelling, relatable characters and credible portrayals of Australian life. Familiar voices, settings and experiences matter as much as production scale, helping local content connect in ways that feel genuine and distinctive.

Only 35% say Australian content makes up more than a third of their viewing.

Despite widespread support for local stories, most Australians do not actively seek them out. Discovery is shaped by streaming platforms, algorithms and recommendations, creating a gap between audience interest and actual consumption.

67% say Australian screen content supports feelings of belonging and connectedness.

Local stories help Australians connect through shared cultural references, conversations and collective experiences. They also foster understanding of different communities, perspectives and experiences across contemporary Australia.

71% have taken some form of action after watching Australian screen content.

The impact of Australian stories extends beyond entertainment. Audiences report learning more about issues, places and communities, discussing content with others, seeking further information and, in some cases, changing behaviours or taking community action.

4 in 10 Australians say recommendations from streaming platforms are one of the ways they find out about new Australian screen content.

Audiences rarely actively seek out Australian content. Instead, it is discovered through social, algorithmic and cultural recommendation networks. Australian content discoverability is a barrier, and audiences feel that discovery pathways do not consistently surface this content for consideration.

Around 1 in 2 players typically encounter games through recommendations from friends and family or social media.

Younger players are more active in networks through which games are discussed and circulated, contributing disproportionately to how titles gain visibility and momentum.