New Research Reveals Kiwi Kids’ Media Preferences Shift

Recent research from NZ On Air has unveiled significant insights into the media consumption habits of children in New Zealand. The latest update of the Where Are The Audiences research series indicates that two in three Kiwi kids engage with YouTube daily, with a notable decline in the consumption of locally produced content.

The findings highlight a shift in the media landscape, prompting concerns among broadcasters about how to effectively capture the attention of younger audiences. According to Amie Mills, Head of Funding at NZ On Air, the challenge lies in the absence of a dedicated public broadcaster like the BBC or ABC in New Zealand. Instead, TVNZ, as a commercial entity, faces ongoing struggles to maintain its audience share amidst competition from various local platforms.

Mills elaborated on the current situation, stating, “It’s hard; we don’t have a dedicated BBC or ABC in New Zealand. TVNZ is a commercial broadcaster, so they’re struggling to survive alongside the other local platforms.” This reality underscores the necessity for TVNZ to adapt its strategies, ensuring its content is accessible across multiple platforms to effectively reach its target audience.

The report’s findings serve as a wake-up call for local broadcasters and content creators, emphasizing the importance of understanding children’s media habits in an increasingly digital age. As children’s preferences evolve, so too must the strategies employed by those aiming to engage them. The dominance of YouTube as a primary media source for Kiwi kids challenges traditional broadcasting models and demands innovative approaches to content creation.

As NZ On Air continues to analyze these trends, the implications for the future of children’s programming in New Zealand remain critical. The organization aims to support the development of engaging local content that resonates with the younger demographic while navigating the competitive digital landscape.

In light of this research, stakeholders in New Zealand’s media landscape must reassess their approaches to ensure they remain relevant and appealing to the next generation of viewers.