The Australian children's television industry is facing an unprecedented crisis, with new data revealing a catastrophic 71% decline in production hours since 2019. This dramatic collapse has raised urgent questions about the future of locally-made content for young audiences and whether streaming platforms should face mandatory content requirements.
The Alarming Decline in Production
According to comprehensive analysis of screen industry data, the number of first-release Australian children's drama and narrative comedy hours has plummeted from 125 hours in 2019 to just 36 hours in 2024. This represents the lowest output level in decades, threatening the entire ecosystem of children's content production in Australia.
The situation becomes even more stark when examining production expenditure. Investment in Australian children's drama has fallen from $108 million in 2019 to a mere $27 million in 2024 - a staggering 75% decrease that has left production companies struggling to survive and experienced creators leaving the industry.
The Streaming Revolution and Regulatory Gaps
This production collapse coincides with the rapid growth of streaming services in Australian households. Platforms like Netflix, Disney+, and Amazon Prime Video have captured young audiences but operate under different regulatory frameworks than traditional broadcasters.
Unlike free-to-air broadcasters who face mandatory children's content requirements, streaming services have no such obligations. This regulatory imbalance has created what industry experts describe as an unlevel playing field that disadvantages local producers while global streaming giants dominate children's viewing time.
Screen Producers Australia CEO Matthew Deaner has been vocal about the crisis, stating that the current system is "not fit for purpose" in the streaming era. The organisation has been advocating for modernised regulations that would require streaming services to invest in Australian content, including children's programming.
International Models and Potential Solutions
Other countries have already implemented streaming quotas with varying success. Canada requires streaming services to contribute to Canadian content funds, while European nations have implemented investment requirements for international streaming platforms operating in their markets.
The Australian government has been considering similar measures. Communications Minister Michelle Rowland has acknowledged the challenges facing the screen industry and indicated that reforms are being examined to ensure the ongoing creation of Australian stories.
Potential solutions being discussed include:
- Implementing spending requirements for streaming services on Australian content
- Creating specific targets for children's programming within broader content obligations
- Establishing production incentives specifically for children's content
- Developing hybrid funding models that combine public and private investment
The Cultural Impact and Future Prospects
The decline in children's television production represents more than just economic statistics - it threatens Australia's cultural identity. For generations, shows like Round the Twist, Bluey, and Mortified have shaped Australian childhoods and provided windows into Australian life for international audiences.
The international success of Bluey demonstrates the global potential of Australian children's content when properly supported. However, industry veterans worry that without intervention, such success stories will become increasingly rare as the production infrastructure and talent pool diminish.
As one producer noted, "We're not just losing shows - we're losing the ability to make them". The expertise built over decades through series like Play School and Behind the News is at risk as experienced professionals leave the industry due to lack of work.
The coming year will be crucial for determining whether Australian children's television can recover. With the government considering regulatory reforms and the industry advocating for change, there's hope that new models could emerge to support the creation of local content that reflects Australian voices and experiences for the next generation.
