Australians overwhelmingly value homegrown film and television, but new research suggests the local screen industry faces a growing challenge in actually getting that content in front of audiences.
Screen Australia’s new ‘Screen Currency 2026’ report found 84% of Australians believe access to local screen content is important, while 75% are interested in watching more. Despite that appetite, 60% spend less than 30% of their viewing time watching Australian content, and just 36% believe it is easy to find.
The findings point to discoverability as an increasingly important issue for the industry, particularly as younger viewers move between streaming services, social media, gaming and short-form platforms. Rather than actively searching for what to watch, audiences are increasingly being guided by algorithms, recommendations and their peers.
Screen Australia CEO Deirdre Brennan said the research demonstrated that Australian stories continue to hold considerable value, even as viewing habits become increasingly global. “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 research also found local content has an impact beyond viewing figures. Some 71% of Australian audiences 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%).
Minister for the Arts Tony Burke said: “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. This is why our Government is working to build on the momentum of Revive, and are developing a new National Cultural Policy to set a long-term vision for Australia’s creatives and support a vibrant, thriving cultural sector.
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“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.
Beyond its cultural impact, Australia’s screen and games sector contributed more than $11 billion to the economy in the 2023-24 financial year and directly employed almost 70,000 people in 2024-25. Screen and games exports were worth $1.6 billion in 2023-24, with games emerging as one of the fastest-growing areas of the industry.
There is also significant international appetite for Australian content. Half of respondents surveyed across eight international markets said watching Australian film and television had increased their interest in visiting the country, while India, New Zealand, China and the U.K. were identified among the strongest markets for Australian stories.