Federal Government Mandates Local Content Investment for Streaming Giants
The Australian federal government is introducing a significant amendment that will require major streaming platforms to substantially increase their investment in locally produced film and television content. This move is designed to ensure that global streaming services contribute to telling Australian stories, mirroring obligations long held by traditional broadcasters.
Under the proposed rules, Subscription Video on Demand (SVOD) services such as Netflix, Disney+, and Amazon Prime Video will be legally required to invest a minimum of 7.5 per cent of their gross Australian revenue into new Australian commissions or the acquisition of first-release Australian programs.
What Qualifies as 'Australian Content'?
The new investment mandate will focus on key genres that help shape cultural identity. Eligible programs include drama, children's programming, documentaries, arts, and educational content. However, the rules will explicitly exclude news and sports programs from counting towards the quota.
This intervention comes in response to an analysis of streaming catalogues which revealed a significant lack of Australian stories. A 2023 study by Ampere Analysis showed that Australian content made up just 8.8 per cent of Stan's library, 4.1 per cent of Netflix's, and a mere 0.2 per cent of Disney+'s offerings. Notably, Apple TV was found to have no Australian content in its catalogue at all, despite launching in Australia in 2019.
A Boon for the Illawarra's Burgeoning Screen Industry
The Illawarra region is poised to be a major beneficiary of this legislative shift. Federal Member for Cunningham, Alison Byrnes, has declared the region "open for business" for streaming companies looking to create content. She emphasised the importance of seeing Australian stories and landscapes represented on screen.
"The growth of streaming services over the past few years has been huge, and it is important they be subject to the same requirements for the same reason, to protect our stories," Ms Byrnes stated in a speech to Parliament.
She highlighted the region's strategic advantages, noting its proximity to Sydney is a major drawcard for productions. "We are a short helicopter ride from Sydney, as we saw with Elton John, who proved this when he flew in and out of WIN Stadium... it took him about 20 minutes," she remarked.
The Illawarra has already attracted significant Hollywood attention, with recent productions including Russell Crowe's "The Beast In Me" and a film starring Pamela Anderson and Taika Waititi, "Place to Be." Other major projects filmed in the region include the blockbuster "Kingdom of the Planet of the Apes," the BBC series "Return to Paradise," and the Stan series "Exposure."
Local Filmmakers Continue to Shine
While the new laws will primarily impact international streaming giants, the local Illawarra filmmaking community remains vibrant and productive. The Short+Sweet Illawarra Film Festival is preparing for its Gala Final on November 30, where 14 films will compete for the top prize.
Among the finalists is "George Dragon," a short film created by local father-and-son duo Patrick and Ricky Gamble. The film, which won the Wildcard People's Choice award, has been praised by festival organisers as "a heart-stealer, crowd-pleaser, and a perfect reminder that filmmaking magic doesn't need millions... it needs heart."
This grassroots creativity, combined with the new financial impetus from international streamers, signals a promising future for the Australian screen industry, ensuring that local stories find a global audience.
