New research from Screen Australia has found Australians value local stories more than ever, but the future success of the sector will depend on how effectively Australian creators and businesses compete for their attention, build intellectual property long-term and navigate local and global opportunities.
In a landmark piece of research, Screen Currency 2026 reveals 84% of Australians agree access to local screen content is important, and 75% are interested in watching more. Despite this, nearly two-thirds (60%) of Australians spend less than 30% of their viewing time on it, and only 36% say it is easy to locate.
The report shows Australian TV, film, online content and games generate significant cultural influence, economic value and growing international demand. This creates major opportunities, especially for businesses that connect cultural value to both local and global audiences, diversifying to support sustainable growth.
The research also reveals that Australian content plays a larger role in society than many might expect, acting as a force for social change, shared cultural connection and community cohesion. 71% of Australian audiences take some form of action after engaging with local content – they discuss (43%), further research a topic (36%), recommend (27%) or even change 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.”
“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.”
Screen Australia CEO Deirdre Brennan said, “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.”
“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.”
Screen Currency 2026 shows that Australian screen and games create far more value than is commonly recognised, including economically. The sector is growing, contributing over $11 billion to the economy in financial year 2023/24 and directly employing nearly 70 thousand people in FY 2024/25. With exports totalling $1.6 billion in FY 2023/24, the report also highlights a significant opportunity for international expansion, particularly for the games sector, which has seen exports increasing by an average of 15% year-on-year and contribution to the local economy more than doubling since FY 2016/17.
These exports act as a potent soft power tool with flow-on effects for public diplomacy, trade, business and tourism. In fact, half (50%) of respondents across the eight international markets surveyed agree that watching Australian film and TV has increased their interest in visiting the country.
Screen Currency 2026 is an ambitious landmark research project. Informed by more than 40 stakeholder consultations, it has brought together expertise from 18 research partners across five research teams to deliver new research and analysis. This has included surveys of industry and audiences in Australia and internationally, focus groups, forums, interviews, and analysis of online reviews and video responses, as well as new analysis of existing data sources. More than 13,750 people participated in the Screen Currency 2026 research, including 13,550 respondents to six surveys in Australia and key global markets. The insights are presented across five reports – Overview, Audience, Industry, Economic and Global – at screencurrency.screenaustralia.gov.au.
KEY FINDINGS
Australians value local screen and games content, even if they don’t always consume it
- 84% of Australians agree that access to local screen content is important and 75% are interested in watching more.
- Games are a mainstream activity, with more than three-quarters (78%) playing digital games in the past six months. Knowing a game was made locally is a “value add”, rather than a driver of choice.
- Australian screen content holds both “use value” (benefits of personal viewing) and “non-use value”. The vast majority of Australians acknowledge the broader social and cultural benefits of Australian screen content, including its role in engendering shared understanding and the preservation of stories for future generations. Viewership alone is not considered the sole measure of value or success.
Discoverability is now as important as production
- Audiences increasingly rely on algorithms, platforms and recommendations for viewing decisions.
- Younger audiences consume content very differently from previous generations, navigating seamlessly across streaming, social media, gaming and short-form platforms rather than relying on traditional broadcast media. Content discovery is driven less by active search and more by algorithms, social recommendations and peer influence, making discoverability more important than audience demand.
- 60% of Australians spend less than 30% of their viewing time on local content, and only 36% say it is easy to locate.
Local content creates significant economic and cultural value
- The sector is growing, contributing over $11 billion in gross value added (GVA) to the economy in FY 2023/24 and directly employing nearly 70,000 people in FY 2024/25.
- In terms of GVA, employment and exports, games are growing faster than all screen sectors. The value contributed by games to the Australian economy has more than doubled since 2016/17, albeit off a small base.
- Three-quarters (75%) of respondents agree local content reflects the breadth and diversity of contemporary Australia. Qualitative research reveals authenticity is key, there is a clear preference for portrayals that go beyond surface-level stereotypes, and this is especially true among younger Australians interviewed.
- Around two-thirds (67%) of Australians agree local screen stories support feelings of belonging and connectedness, and/or make them think about their place and identity as an Australian.
- First Nations audiences, Culturally and Linguistically Diverse (CALD) communities and younger viewers consistently express a similar belief: they feel best represented when their lives, voices and experiences appear on screen in complex and credible ways.
Global markets are a major growth opportunity
- Screen and games exports totalled $1.6 billion in FY 2023/24, they drive interest in tourism, trade and business relationships.
- Australian games studios earn 95% of revenue overseas.
- The top opportunity recognised by screen production businesses was co-productions and partnerships that unlock scale and financing, with 62% identifying its potential.
- Australian content acts as a cultural ambassador overseas. 67% of respondents in India and 60% of respondents in China agreed Australian content portrays the country favourably. Three-quarters (74%) of Chinese respondents claimed it helps them understand our culture and more than two-thirds of Indian respondents (68%) report increased intention to visit following exposure to content.
- The strongest appeal for Australian content is reported in India, New Zealand, China and the UK, which show high engagement for Australian stories. Most respondents in India and China agree that Australian content is visually distinctive and high quality – a significant opportunity for future screen exports.
Future success lies in building on strong foundations
- Australia’s screen production sector is driven by a dynamic yet fragmented base of mostly younger small-to-medium businesses (SMEs). As the creative engine rooms of the production sector, these SMEs should be supported to adapt to new business models, drive development of high-quality IP and ensure emerging companies are sustainable over the long-term.
- Australia produces world-class content and globally competitive skills, giving the sector a strong base of creative and technical capability to build from.
- Internationally connected activity — foreign production, PDV services and export-oriented games — is already growing revenue in global markets, showing where scale and repeatable returns can be captured.
- Direct-to-audience content is the industry’s fastest-growing segment, creating value through dynamic self-management, audience engagement and diversified revenue streams.
- Diversified, multi-channel revenue models are opening new routes to market beyond traditional commissioning, creating opportunities to retain more long-term value in Australia.
ENDS
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