Podcast – Your Audience: The Ultimate Market Guide
Start the year right with the latest Marketplace intel from Screen Australia Head of Market and Audience Rakel Tansley.
Find this episode of the Screen Australia Podcast on Apple Podcasts, Spotify or Pocket Casts
The key word for the new year is audience.
“Entertainment has shifted. It's not so linear anymore. It's an experience for your audience and it's how they feel when they're engaged with it," Tansley says, reflecting on the increasingly competitive distribution market. She notes that having a clear understanding of who your audience is will ensure a stronger pitch and ultimately a more profitable deal. "You know your project, you know what the genre is, you should know who the audience is and what type of platform that's it’s going to land on," she adds.
Throughout the podcast, Tansley gives insight into how the Screen Australia Market and Audience team collates investment data and deal terms to provide an overview of the domestic and global marketplace, including how the data is interpreted to identify trends and develop publicly available resources for producers and filmmakers. She also discusses the rise of direct-to-audience and the microdrama, the importance of retaining IP and non-exclusive terms, the big genre and format hitters from MIPCOM (cozy crime or family co-viewing, anyone?), filling the gaps in your finance plan and the top 10 territories buying Australian content.
"Considering [Australia is] a very small pool, we land a very large wave internationally," Tansley says. "Screen Australia are in a privileged position that we get to see globally what is happening across the whole distribution landscape, across all mediums. And we get to see those deal terms, those licence periods, the fees being paid, and expenses being taken, so we can help navigate and help negotiate the best deals to make sure that's fair and reasonable across the board."
Further Reading and Resources
Rate, review and subscribe to the Screen Australia Podcast on Apple Podcasts, Spotify or Pocket Casts
What to read next
Creators and writers of hit film Top End Wedding on expanding IP and switching formats for their new series, Top End Bub.
23 Oct 2025
Aimée Lindorff