New Zealand Launches YouTube Hub to Enhance Local Children’s Content

Young New Zealanders are struggling to connect with locally produced video content, according to new research from NZ On Air. The findings reveal that many parents are also having difficulty locating this content, prompting the organization to create a dedicated YouTube hub aimed at younger audiences.

The latest iteration of NZ On Air’s Where Are the Audiences survey highlights that only half of New Zealand children engage with local media. Alarmingly, 43% of parents reported being unaware of where or how to find this content. Among parents of preschool-aged children, many could not name a single local show that their child enjoys.

YouTube emerged as the dominant platform, with 69% of children using it or YouTube Kids daily. In comparison, 36% of children accessed Netflix each day, while 16% used Disney+. The total daily reach of local television, encompassing both linear and on-demand services, stood at 41%.

Cameron Harland, CEO of NZ On Air, commented on the survey results, noting the increasing difficulty in reaching younger audiences. “While younger children may be influenced by their parents, older children have a lot of freedom to choose where and how they consume,” he stated. “In an increasingly fragmented media landscape, we need local content on multiple platforms for children to discover.”

The newly launched KIDOGO hub on YouTube and YouTube Kids aims to provide a solution by offering content funded by NZ On Air and Te Māngai Pāho in a space familiar to young New Zealanders. “With 69% of children using YouTube daily, many children and caregivers struggle to find local content amid a vast amount of global offerings,” explained Amie Mills, head of funding at NZ On Air. “KIDOGO addresses the discoverability challenge and forms part of our wider approach to ensuring tamariki can find the content we fund.”

All content featured on KIDOGO is either currently available or has recently appeared on local platforms like TVNZ+ and Sky. Mills added that the hub offers children another avenue to discover stories that reflect New Zealand culture, including local humour, te reo Māori, and familiar settings. The preschooler show Toi Time serves as a prime example, successfully attracting viewers on both TVNZ+ and YouTube with music videos and tailored shorts.

The research also revealed that while children and their caregivers value local content, it often “gets lost” within digital platforms. The report recommends increasing visibility, implementing clear labelling, and improving discoverability through algorithms to help families access the quality content being produced.

An important aspect of the survey also focused on cultural connectivity. It found that 78% of caregivers engaging with te reo Māori content regard it as vital for their child’s development. Many non-Māori caregivers expressed a desire for their children to connect with Māori culture, often preferring to see te reo Māori integrated into familiar shows. According to the report, children indicated that Māori content aids their learning and fosters a sense of pride in their identity.

While Netflix remains the leading streaming service, TVNZ+ demonstrated notable appeal among Pacific children and children of mixed ages, reaching 10% daily compared to Netflix’s 36%. The survey also highlighted that the Australian animated series Bluey was the top choice for preschoolers, with 38% of caregivers naming it as their child’s favourite. In contrast, only 6% named local productions such as Kiri & Lou or Nee Naw, underscoring the challenges local content faces in gaining recognition.

Larry Parr, Kaihautū of Te Māngai Pāho, expressed the ongoing challenge of ensuring local content remains visible and appealing. “While those tamariki who watch local and te reo Māori content value and enjoy it, the challenge is ensuring our content remains highly visible, accessible and appealing to audiences, in all the places children and caregivers expect to find it,” he stated.

The Where Are the Audiences survey was conducted by the polling firm Verian, which carried out interviews with families across New Zealand and surveyed 1,024 parents and their children in September 2023. The results underscore the need for innovative approaches to connect young audiences with local content in a rapidly evolving media landscape.