Australians on Netflix aren’t watching local TV
One of the big topics in Australian TV production over the last few years was the push by local practitioners to have the government force large international streaming services to meet local quotas.
Those are now in place, but an interesting report from Digital i suggests that Australians aren’t watching Australian content on Netflix.
The big stat being pushed by Digital i is that local programming accounted for less than 4% of viewing time on Netflix in Australia in 2025. The report by Digital i makes a very strong comparison to viewing in Asian countries where viewing of local content is considerably higher.
Now, that’s not a big surprise when you consider that the Australian market has a great deal in common culturally with the US and UK, so it is natural that TV programming from other western territories would make up a much larger share of our Netflix consumption. Australia has had a lean towards US & UK content for much of the history of television.
But where I find the comparison useful is in thinking about what sorts of shows are being commissioned locally. I’ve argued a number of times in this newsletter that the local industry needs to have a serious think about how we can find produce content that feels distinctly Australian in a way that resonates both locally and internationally.
Viewers in Japan and South Korea are watching local content because it feels unique and relevant to the home audiences. That content also travels remarkably well internationally. As per Digital i, outside of its home market, South Korean content on Netflix generated 10 billion hours of viewing in 18 major international markets in 2025.
Viewers are watching that content because it feels different to what is being produced out of major TV export markets like the US and UK.
Meanwhile I watch a lot of Australian content and just don’t see a stark enough difference between what we are producing and what viewers can get from the US & UK.
One can argue that 4% actually isn’t too bad a result for local viewership when you consider how much Australian content is available on the Netflix platform (I’ve seen reports in recent years pegging it at around 2%). But, it’s worth keeping in mind that Netflix has a lot of content with much of it not being watched by large audiences. So, of the stuff actually being watched en masse, only 4% of that is Australian. And that’s just not a healthy place for it to be.
What content should Australia be making? And is this just a Netflix problem? Is the question actually what sort of content should Netflix in Australia be commissioning?
News Desk
In a not-unexpected announcement, Laura Dern will join the cast of The White Lotus, slipping into a spot vacated by Helena Bonham Carter. She will play an entirely new character. Dern worked with series creator Mike White on HBO show Enlightened and there had been prior speculation of Dern joining The White Lotus. Read: THR
Stranger Things: Tales From '85 has been renewed for a second season at Netflix. Read: thefutoncritic
In BS culture wars nonsense, following the business with Jimmy Kimmel over the weekend, the Federal Communications Commission’s has initiated an accelerated review of the licenses held by ABC’s owned television stations. Read: NYT
But Disney isn’t worried. Read: Deadline
NBCUniversal’s international reality show streaming service Hayu has announced its line-up for the Hayu FanFest event in Sydney this August. Stars will include Cynthia Bailey (The Real Housewives of Atlanta), Meredith Marks (The Real Housewives of Salt Lake City), Juliet Mayhew (The Real Housewives of London), Dorinda Medley (The Real Housewives of New York City, Ultimate Girls Trip) and Alexia Nepola (The Real Housewives of Miami), along with Captain Jason Chambers (Below Deck Down Under) and Charleston’s finest Craig Conover, and Shep Rose (Southern Charm).
Shannon Elizabeth earned $1.2 million in her first week on OnlyFans. That is surely the best payday in her career. Read: Variety
Stephen Colbert has offered an exit interview. But no… there’s no news yet on his future post late night. Read: NYT
Trailer Park
Ted Lasso returns for season 4 on Apple TV August 5.
Between Father and Son debuts on Netflix May 13.
In just a few suspense-filled minutes, a lawyer's world is shaken when her visit to her fiancé's family estate sparks an irresistible connection with her future stepson.
Craig Ferguson: American On Purpose debuts on CNN May 30.
Timed to America's 250th anniversary, the five-episode sees Ferguson travel coast-to-coast to explore the defining ideas, and contradictions, at the heart of the United States.
The Witness debuts on Netflix June 4.
With their 2-year-old as the sole witness to her murder, Rachel Nickell's partner fights to protect him amid a flawed investigation. Based on true events.
Soul Mate debuts May 14 on Netflix.
Against the backdrops of Berlin, Seoul and Tokyo, "Soul Mate" follows two lonely young men, Ryu and Johan, who seem inexplicably drawn to each other.
Welcome To Wrexham is back for season 5 on FX/Hulu.
That’s the newsletter for the today.
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