Screen Currency 2026

Global Insights

Australia outperforms on the world stage for the size of our local industry and market

Australian screen content and games are reaching audiences far beyond our shores. From globally recognised titles like Bluey and MasterChef Australia to award-winning feature films, dramas, documentaries and games, Australian creativity continues to resonate with international audiences through stories that are authentic, distinctive and universally engaging. The research shows that Australian content is valued around the world for its quality, originality and cultural authenticity.

Building global connections through screen and games

Australian screen content and games are more than cultural exports, they are powerful ambassadors for Australia. By sharing stories, perspectives and experiences with international audiences, they help build cultural understanding, strengthen Australia’s global reputation and foster connections across borders. The research highlights how Australian content influences perceptions of Australia, increases interest in visiting the country and supports broader engagement with Australian products, culture and creativity. From screen tourism to international trade and cultural diplomacy, the impact extends well beyond what audiences watch and play.

$1.6b

in screen and games exports

95%

of Australian games industry revenue comes from overseas markets

50%

of respondents across the eight international markets surveyed say Australian content gives them a positive impression of Australia

50%

say Australian content increases their interest in visiting Australia

Key takeaways

Up to 88% of audiences in the UK and New Zealand could recognise Australian screen content when shown.

Awareness of Australian content is strong across key international markets. Recognition is highest in the UK and New Zealand, followed by India, demonstrating the enduring reach of Australian stories and the opportunity to deepen engagement in emerging global markets.

59% of audiences in India find Australian screen content appealing.

Australian stories resonate strongly with international audiences, particularly in India, New Zealand, China and the UK. Markets with greater awareness of Australian content are also more likely to view it favourably, highlighting the importance of visibility and access. These findings indicate the important cultural and commercial role Australian content plays in these high growth markets.

67% of audiences in India say Australian screen content gives them a positive impression of Australia.

Exposure to Australian stories contributes to positive perceptions of Australia and its people across every market surveyed. Screen content plays an important role in shaping Australia’s international profile and strengthening cultural affinity with global audiences.

68% of audiences in India and China say Australian content makes them more interested in visiting Australia.

Australian landscapes, lifestyles and stories create a powerful sense of place for international audiences. By showcasing unique locations and experiences, screen content helps inspire travel interest and supports Australia’s tourism appeal.

65% of audiences in India are more interested in Australian products and businesses after watching Australian content.

The impact of Australian screen content extends beyond culture. Exposure to Australian stories can increase interest in Australian products, services and business opportunities, helping strengthen Australia’s broader economic relationships internationally.

95% of Australian games industry revenue is generated overseas.

Australian-developed games are built for global audiences, with international markets driving commercial success and growth. Award-winning titles such as Hollow Knight: Silksong, Untitled Goose Game and Unpacking demonstrate the global reach, creativity and competitiveness of Australian game developers.

A total of $1.6 billion in 2023/24.

The digital games industry is growing rapidly and experiencing faster export growth than screen, at an average annual rate of 15.4% between 2016/17 and 2023/24 although this was off a smaller base and measured over a shorter period.