How Aotearoa consumes media
Photo taken from Unsplash, uploaded by Glenn Carstens-Peters.
Put simply, change is inevitable. Wanted or not, change will always be omnipresent in society as social and technological advancements are made.
Media is one hell of an example of change, as it is always in a constant state of flux.
Even in the last 10-15 years, the way Kiwis consume media has developed significantly, an example being the generational divide that spans across our population.
Take linear TV for example, which is your typical free-to-air broadcast channels such as TV1, TV2, and so on. According to NZ on Air’s 2024 “Where are the Audiences” report, it reaches 72% of all those over 60 years old daily in Aotearoa. Those aged 15-39? A mere 27%.
NZ on Air’s Head of Communications and Research Allanah Kalafatelis pointed to the older generations’ reluctance to embrace new technology as a major cause for this divide.
The older generation dominate the numbers in terms of local, NZ made content consumption, so the challenge is to make sure “audiences of all ages can find local content on platforms they use,” Kalafatelis said.
Finding this median to create and more importantly display media for such a dizzying array of audiences is the next logical step for outlets such as TVNZ. As the digital era churns onwards, local broadcast viewing on demand (BVOD) like TVNZ+ have started to develop in order to rival the all-mighty subscription outlets, such as Netflix.
“Our local platforms are building up their BVOD capability and we are seeing larger audiences now consuming their ‘traditional TV’ content as streamed/on demand content,” Kalafatelis said.
UC’s Head of Media & Communication Dr Zita Joyce says TVNZ+ is becoming less and less a platform to watch/rewatch broadcast content, but incorporating other factors, similar to subscription platforms, to attract younger viewers.
“It’s essential for TVNZ to maintain a good stable of shows so it feels like a viable alternative [to other streaming platforms],” Joyce said.
Kalafatelis also touched on the adaptation of BVOD, referencing how other platforms are all working to successfully digitize their content.
“ThreeNow, SkyGo and Māori + also have great on demand offerings, and this is where viewers can find not only excellent local stories they can connect with, but quality international content too. And it’s free.”
While NZ BVOD has risen solidly from 2023 to 2024 (27-30%) for those aged 15-39, it is still relatively stagnant for ages 15-24. Digital forms of media still rule here, with global video sharing platforms such as Instagram and Tik Tok reaching 90% of 15-24 year olds daily, and subscription content reaching 69% of this age group.[es1]
These statistics leave no question: media content must have a strong digital presence to survive, especially as generations to come will have the same if not higher levels of digital literacy as Generation Z.
However, Joyce says “if we remove broadcast infrastructure on the expectation we’re all only watching things digitally, we’re incredibly vulnerable to the ownership of platforms.”
“We would be completely vulnerable to what they [global platforms] choose to show and the political & economic drives behind it while also risking having no space for local content.”
It’s certainly a fine line. On the surface, digitization is the logical next step in the evolution of media consumption and production. More and more age ranges are understanding and using it, leaving broadcast to decline.
Joyce’s warning is a fair one though. While we all love a Netflix binge or a Tik Tok doom scroll, often these streaming platforms and social media sites have a dominant international presence in both ownership and content.
This could potentially leave little to no room for Aotearoa talent to shine, which highlights the sheer importance of local, homegrown platforms to keep innovating ways to promote both local and international content which keeps up with the digital wave.
What that specifically looks like however, is above this humble Canta writer’s pay grade.