Polling: Majority want video-on-demand services to put 20% of revenue toward Australian content

Three in five (60%) Australian’s support requiring subscription-video-on-demand (SVOD) services, like Netflix, Stan and Amazon Prime, to spend at least 20% of their revenue on Australian content, finds new research by the Australia Institute.

The Australia Institute surveyed 1,006 people in March and 1,000 in May 2021 through Dynata, with nationally representative samples by gender, age and region, about their use of subscription-video-on demand (SVOD) services.

Key Findings:

  • Seven in ten (69%) Australians use a SVOD service.
    • Netflix is by far the most popular SVOD service, used by over half (57%) of Australians.
  • Three in five (60%) Australians have some level of concern about children missing out on Australian history and culture due to the prevalence of American content on media platforms.
    • A majority of Coalition (67%), Labor (56%), Greens (62%) and One Nation (65%) voters have some level of concern about children missing out on Australian history and culture due to the prevalence of American content on media platforms. One Nation (37%) and Coalition (34%) voters are the most likely to be very concerned.
    • A majority of people in Queensland (62%), Western Australia (77%), Victoria (58%) and NSW (56%) have some level of concern about children missing out on Australian history and culture due to the prevalence of American content on media platforms. Queensland (30%) and WA (35%) voters are the most likely to be very concerned.
  • Three in five (60%) Australians support requiring SVOD services to spend at least 20% of their revenue on Australian content.

“Australians love watching Australian stories, and our local content requirements for television have delivered for decades. Now, with seven in 10 Australians using streaming services, it is crucial these services are required to tell Australian stories too,” said Ebony Bennett, deputy director at the Australia Institute.

“Local content quotas for traditional broadcasters have helped ensure the sustainability of the television sector and the availability of Australian stories on local television screens and Australians overwhelmingly support local content requirements for streaming services.

“As the Prime Minister has said, ‘the rule of law must operate the same online as offline’. Australians have welcomed streaming services into their homes and these services should invest in Australia’s television industry which has gifted us all with everything from Bluey to Neighbours.

“The Australian arts and entertainment industry has been hit hard by the pandemic and needs support more than ever, an injection of revenue would be a good place to start.”

A bar chart showing polling results re. support for requiring 20%of revenue to be spenet on Australian content
Figure 1: Support for requiring 20% of revenue to be spent on Australian content

Polling