The Australian government has introduced content quotas on global streamers.
The rules require Netflix, Prime Video and the other global streamers with more than one million Australian subscribers to spend 10% of their total Australian expenditure – or 7.5% of their revenues – on local originals, whether they are dramas, children’s shows, docs, or arts and educational programs.
Following the announcement, the legislation will be introduced into the Australia parliament.
Australia’s Labor government has long planned to being in the quotas as part of its Revive cultural policy, but months and months of delays had left the local industry wondering how committed their political leaders were to the plan. Global streamers have broadly rejected the necessity of quotas, claiming their local investment in content and jobs offsets them.
However, the quota was unveiled today, with Minister for the Arts Tony Burke saying: “We have Australian content requirements on free-to-air television and pay television, but until now, there has been no guarantee that we could see our own stories on streaming services.
“Since their introduction in Australia, streaming services have created some extraordinary shows. This obligation will ensure that those stories – our stories – continue to be made.
“These platforms are having no problem getting their content into Australia. With this legislation we’ll be able to ensure that no matter which remote control you’re holding, Australian stories will be at your fingertips.”
Anika Wells, the Minister for Communications, added: “Many streamers are already producing great Australian shows like Apple Cider Vinegar, The Narrow Road to the Deep North and Boy Swallows Universe; this announcement makes sure shows like these continue to be part of our national identity.”
The Australian Writers Guild (AWG) and Screen Producers Australia (SPA) were among the bodies welcoming the quotas.
AWG President and showrunner Peter Mattessi said: “World events move fast and impact our industry in many different ways. Meanwhile, streaming platforms are taking billions of dollars out of the country in subscription fees from Australians – Australians who tell us over and over again that they want to see more Australian content on their screens.
“It has been a long road to get to this point and after lengthy conversations with government, we are pleased to see our input incorporated into this model, and to see our nation once again require those who deliver screen content to invest in the importance of Australian storytellers telling Australian stories.
“This will not only help get us back on the even keel Australian creative workers deserve and set our industry up to thrive, but will also ensure that current and future generations of viewers can enjoy and celebrate Australian content on their screens.”
“This announcement marks a landmark day for the Australian screen industry,” said SPA CEO Matthew Deaner. “For too long, our local production sector has operated in an uneven environment where global streaming services could reap the benefits of doing business in Australia without contributing fairly to the creation of Australian stories.
Today’s commitment from the Albanese Government is the result of years of advocacy. It recognises that Australian stories matter, and that they deserve to be seen and heard on every platform.”
No word yet from the streamers, but we’ll update if anything changes.
