Streaming Platforms Investing More in Australian Content Than Traditional Broadcasters
Recent data from the Australian Communications and Media Authority reveals that major streaming platforms have collectively invested nearly AUD$1.1 billion ($719 million) in Australian and Australian-related programming during the 2024-25 financial year. This marks the highest level of content spending since voluntary reporting began in 2020, showcasing a significant commitment to supporting local content.
This news comes in the wake of legislation passed in the Senate that introduces mandatory Australian content obligations for subscription video-on-demand services. However, Paul Muller, chair of the Streaming for Australia Coalition, argues that the data undermines the need for such legislation, as streaming platforms are already investing at a higher rate in Australian content compared to traditional broadcasters.
The ACMA report shows that Prime Video, Disney+, Netflix, Paramount+, and Stan allocated substantial amounts towards Australian content and Australian-related programs. The increase in investment in new commissions and co-commissions has also seen a 40% jump from the previous year, indicating a growing commitment to local productions.
Global streamers have recently produced Australian content such as Prime Video’s “The Narrow Road to the Deep North” and Netflix’s “The Survivors,” showcasing a diverse range of stories from the region. Streaming platforms now invest more in Australian scripted drama than all subscription and commercial broadcasters combined, despite accounting for only 23% of total television viewing time.
Over the past six years of voluntary reporting, streaming services have cumulatively invested nearly AUD$4 billion ($2.6 billion) in Australian production, supporting local talent and contributing to the growth of the industry. While the report shows a decrease in the number of total programs commissioned, there has been a strategic shift towards larger-scale productions that cater to audience preferences for bold and ambitious storytelling.
Despite the positive investment in Australian content, Muller warns that the new mandatory investment obligations may create challenges for continued licensing activity. Acquired content for global licensing cannot be counted towards meeting regulatory requirements, potentially impacting the future availability of Australian content on streaming platforms.
Overall, Australian audiences have access to a record number of Australian titles across major streaming services, highlighting the diverse range of content available to viewers. The data underscores the significant contributions of streaming platforms to the Australian screen industry and the continued growth of local storytelling on a global stage.
