The Australian government has unveiled plans to require major streaming platforms, including Netflix, Prime Video and Disney+, to invest in new Australian content. This is a significant policy shift that has the potential to reshape commissioning and production in Australia.
what is on the table
The bill before Parliament would require Australian services with more than one million subscribers to invest at least 10% of their total Australian spending, or 7.5% of their Australian revenue, in new local drama, children’s, documentary, arts and education programs. The move extends the long-standing broadcast-style mandate of the Revive cultural policy into the streaming era.
Why does the government say it’s important?
Arts Minister Tony Burke claims the move will bridge the gap between free-to-air/pay TV and digital platforms and lock in the pipeline of local content. “We should never underestimate how important it is for Australians to see ourselves on screen. It helps us better understand ourselves and our neighbors, and it helps the world see us.”
He said while streamers have delivered big hits, the mandate is about continuity: “Since their introduction in Australia, streaming services have produced some great programming, and this mandate will ensure those stories – our stories – continue to be produced.”
Mr Burke also emphasized access and parity, saying: “Free-to-air TV and pay TV have Australian content requirements, but until now there has been no guarantee that you’ll be able to watch your home country’s stories on streaming services.”
And as for what viewers should expect going forward: “This legislation means you’ll soon be able to watch Australian Stories no matter which remote control you have.”
Communications Minister Annika Wells is building policy around viewer experience across apps. “Regardless of what platform people are watching, we want to make sure Australian stories are part of their experience.”
She highlighted recent titles as proof of concept, saying: “Many streamers are already producing great Australian shows such as Apple Cider Vinegar, Alley to the Deep North and Boy Swallows Universe. This announcement will ensure shows like this continue to be part of our national identity.”
She added that culturally resonant series remain important touchstones. “These laws are so important because authentic Australian content like Bluey matters because it connects us to who we are and shares that with the world.”
“Apple Cider Vinegar” | Image Credit: Netflix / Ben King
Industry reaction
Peak Body welcomes this direction, but acknowledges that it does not solve all challenges. The Australian Film Producers Association called the announcement a “huge moment” after years of advocacy and campaigning for a stop-start policy, describing the bill as “an important and long-overdue step towards restoring confidence and building a more sustainable future for Australian film production”.
CEO Matthew Diener said: “This announcement is a landmark day for the Australian film industry,” arguing that global services have long benefited without local equivalent benefits: “For too long, local production sectors have operated in an unequal environment, and global streaming services have The Albanian government’s commitment today is the result of many years of advocacy.The government recognizes that Australian stories matter and deserve to be seen and heard in every film platform. ”
The Australian Authors Association said the move could help stabilize a volatile commission environment. AWG CEO Claire Pullen said: “Amid global uncertainty, the Government has said it wants to secure the future of Australian content. Our members work in a volatile market where streaming platforms wield enormous power.”
AWG Chairman Peter Mattesi pointed to viewer demand and financial flows, saying: “Streaming platforms are taking billions of dollars overseas in Australian viewing fees. Australians are telling us they want to see more Australian content on their screens. “We’ve said it time and time again. It’s been a long road to get to this point, but after long discussions with the government, we’re pleased that our voices are being incorporated into this model and that our country is once again demanding that those delivering screen content invest in the importance of Australian storytellers.” Australian Stories will not only help give Australia’s creative workers the place they deserve and help our industry thrive, but will also ensure that current and future generations of viewers can enjoy and celebrate Australian content on screen. ”
What are you looking at next?
The heading threshold is clear. The impact depends on mechanics such as compliance, schedules, genres, co-production, and how spend is counted across development. Flow-on effects can arise as platforms juggle similar obligations across multiple regions, potentially reshaping status quo and spending patterns in each market.
At the time of publication, no major streaming service has released an official statement or provided a detailed response to the proposal.
“Oku no Hosomichi” | Prime Video
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