New data from researchers at Swinburne University of Technology revealed that 83% of parents consider it essential for children’s content to be Australian, with a strong preference for relatable, educational, positive, and humorous material reflecting local culture. The study, led by Associate Professor Liam Burke and Dr. Joanna McIntyre, is part of the Australian Children’s Television Cultures research project, funded by the Australian Children’s Television Foundation.
The findings come as the federal government postponed plans to implement local content requirements for major streaming platforms, citing trade-related concerns. Despite this, the new research underscores the significance that Australian families place on locally made content for children.
According to the study, Bluey emerged as the most popular show, ranking number one for both younger children (65%) and older children (39%). It was also the content that parents were most eager to co-view, with 60% of respondents indicating a preference for watching it alongside their children.
Kids increasingly take control
The research found that parents now allow children to select most of their viewing material, a trend that has intensified since the COVID-19 lockdowns. This shift is particularly noticeable as children grow older, with the study noting a marked increase in the autonomy children have over their content choices from the age of five. Younger children tend to watch content from the Australian Broadcasting Corporation (ABC), whereas older children gravitate toward a broader range of genres available on platforms like Netflix and YouTube.
ABC remains the dominant source for children’s content, with 93% of parents reporting that their children watch material from the network. However, global streaming services are not far behind, with Netflix (73%), YouTube (66%), and Disney+ (56%) also ranking highly. Notably, these platforms are not required to comply with content quotas that are in place to support the local film industry.
Associate Professor Burke emphasized that streaming services have significantly altered how children’s content is accessed. He noted that in the current era of smart TVs and global streaming platforms, families’ methods of finding and watching children’s television have changed dramatically.
“This research establishes that in an often-fragmented streaming landscape, parents value clearly demarcated Australian children’s content that is safely organised in a dedicated online platform,” noted associate professor Burke. “We are continuing to build on this research and hope it helps government realise how important local content is, particularly for children.”