New research from Swinburne University reveals that 83% of parents believe Australian-made children’s content is vital, valuing its relatability, positivity, and cultural relevance.
At the top of the list is Bluey, with 65% of younger children and 39% of older children naming it their favourite show, while 60% of parents enjoy co-viewing the adventures of the lovable Blue Heeler.
The findings come as the federal government delays introducing local content requirements for streaming platforms like Netflix and Disney+, citing trade concerns. The delay highlights a gap in regulations that currently bind traditional broadcasters but exempt global streaming giants from supporting Australia’s film industry and storytelling.
Swinburne researchers, Associate Professor Liam Burke and Dr Joanna McIntyre, co-led the study under the Australian Children’s Television Cultures project. The team boasts internationally recognised experts in children’s media, audience research, and Australian national identity.
The data shows that while 93% of families still use ABC as a trusted content source, platforms like Netflix (73%), YouTube (66%), and Disney+ (56%) are close behind, reflecting a shift in viewing habits accelerated by the COVID-19 lockdowns.
“Younger children tend to watch trusted ABC content, while older kids gravitate towards Netflix and YouTube, exploring a wider variety of genres,” says Associate Professor Burke. He stresses the need for clearly identified Australian content, particularly in today’s fragmented streaming landscape.
The study underscores the growing importance of local children’s programming, with researchers urging the government to prioritise content rules that reflect the needs of Aussie families and support the nation’s cultural storytelling.
Bluey’s global success exemplifies the demand for relatable, high-quality Australian content, blending humour and life lessons in a way that resonates across generations.
Australian Children’s Television Cultures (ACTC) is a research project based at Swinburne University of Technology, Melbourne, in collaboration with RMIT University. To track and examine the screen viewing habits of Australian households with children, the ACTC team is conducting a four-year programme of audience research with Australian parents and legal guardians of children aged 14 and younger.
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