Screen Currency 2026

Insights Overview

The value of Australian screen and games

Australian screen content and games create value in multiple ways. They entertain, inform and connect audiences, while also supporting jobs, businesses, exports and Australia’s cultural identity. The Screen Currency 2026 research reveals how value flows across a connected ecosystem, from creators and producers to audiences, communities and global markets.

While the ways Australians watch and play have changed dramatically, local stories continue to deliver benefits that extend beyond individual engagement. Their impact can be seen in stronger social connection, cultural participation, economic growth and Australia’s reputation abroad.

A connected ecosystem of creativity and impact

Audiences, creators, businesses and policymakers all contribute to the value of Australian screen and games. Great stories and experiences generate engagement, but long-term value is increasingly shaped by intellectual property management, investment, discoverability and access to audiences.

The research reveals a highly capable industry adapting to rapid change. Despite growing competition for attention and shifting market dynamics, Australian screen and games continue to deliver cultural, social and economic benefits for individuals, communities and the nation.

Australians care about local content

84% agree it’s important Australians have access to local screen content
78% agree Australian screen stories help preserve and share our unique culture
77% agree well-made screen content makes them feel proud to be Australian
75% are interested in watching more local content

However, caring about local content doesn’t always translate into viewing behaviour. What people watch or play is mostly driven by entertainment and convenience, and local content is often perceived as hard to find unless it is already in people’s path.

36% agree it’s easy to find local content
60% are unsure if they’ve played Australian games

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Australian screen and games are growing

Screen and games generated $11.1 billion in gross value added (GVA) to the Australian economy in 2023/24, average annual growth of +5.8% since 2020/21
Screen and games exports totalled $1.6 billion in 2023/24
Screen and games employed 68,844 Australians in 2024/25

But market concentration and regulatory changes have meant some kinds of content are harder for creators to get made and retain as IP:

12.4% decrease in TV drama hours
42% decrease in hours of children’s TV
45% of screen business and 40% of games businesses hold no equity in typical projects by first release

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Global engagement showcases Australia

Locally-made content can still break out and achieve great commercial success and cultural impact, which builds Australia’s global profile:

50% of audiences in priority international markets agree watching Australian film and TV gives them a positive impression of Australia and its people.

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84%

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

71%

have been inspired to take some form of action after engaging with Australian content

$11.1b

contributed to Australia's economy by screen and games activity in 2023/24

$1.6b

generated in screen and games exports in 2023/24

Key takeaways

75% of Australians are interested in watching more.

Australians place significant value on seeing local stories on screen. Beyond entertainment, audiences recognise Australian content as an important way to preserve culture, reflect diverse experiences and ensure future generations continue to see their stories represented.

Around 2 in 3 Australians agree our screen stories support feelings of belonging and connectedness, and make them think about their identity as an Australian.

3 in 5 players don’t know if they have played an Australian game.

Players express goodwill toward Australian-made games, and confidence and pride in local creative capability. But knowing a game was made in Australia is seen as a “value add” rather than a major incentive to buy or play.

71% of Australians have been inspired to take action after viewing local content.

Australian screen content often inspires audiences to learn more, discuss issues, visit places, change behaviours or engage with communities. The impact of local stories extends beyond viewing, creating real-world outcomes and conversations.

$11.1 billion contributed to the Australian economy in 2023/24.

Australia’s screen and games industries generate substantial economic value through production, broadcasting, distribution and game development. Together they support thousands of jobs while contributing to innovation, skills development and export growth.

$1.6 billion in screen and games exports generated in 2023/24.

Australian screen content and games are reaching audiences around the world. From internationally recognised productions and formats to globally successful games, Australian creativity is strengthening cultural connections, exports and Australia’s global reputation.

Australia’s screen production sector is built on a strong foundation of creative excellence, technical capability and entrepreneurial businesses.

Internationally connected activity, alongside direct-to-audience content and diversified revenue models, is creating new opportunities for scalable growth and long-term value retention in Australia.