Anika Wells (Lilley, Australian Labor Party, Minister for Sport) Share this | Hansard source

Australian stories matter. They reflect the community we live in, they show us the faces that look like us and they put Australian culture and creativity on our screens. No-one knows this better than the first storytellers, the First Nations Australians, who have been passing their stories through the generations for over 60,000 years.

The Communications Legislation Amendment (Australian Content Requirement for Subscription Video On Demand (Streaming) Services) Bill 2025, led by the Minister for the Arts, requires for the first time that streaming services invest in local Australian content. This is a commitment we made in the National Cultural Policy, and the Prime Minister recommitted to it during the election. With this bill, we deliver on that commitment, making sure that Australians, no matter where they choose to watch their media, have access to Australian content.

Australians are embracing new ways of watching media, including through online subscription services like Netflix and Amazon. In any given week in 2024, 63 per cent of Australians used a streaming platform to watch their shows and movies, while 70 per cent watched on free-to-air platforms, either broadcast on their TV or through an app or website. Younger people are more likely to watch on streaming services, with 76 per cent of people aged 25 to 34 using a streaming service. Streamers have brought rich and entertaining content from overseas to Australia—shows like The Diplomat, The Summer I Turned Pretty and Yellowjackets.

More importantly, they've provided a new place for Australian content to flourish. This was clear at this year's Logie Awards, where shows like The Twelve on Binge and Apple Cider Vinegar on Netflix were winners, alongside content from our Australian broadcasters. The success of these shows demonstrate how powerful Australian content is also good business for streamers. It is important for Australians to see themselves on screen. It helps us to better understand our neighbours and ourselves, and it allows the world to better see us. Australian stories help shape our national identity, define who we are and make us recognisable on the international stage. We need more shows like these. While many streamers are producing great content, we want every streamer to be doing their fair share to help our Australian production sector to grow and to thrive.

Australian content requirements on our public and commercial free-to-air broadcasters have been in place for over 65 years. The ABC Charter requires the ABC to broadcast programs that contribute to Australia's sense of national identity, inform and entertain and reflect the cultural diversity of the community. Last financial year, they more than met this requirement, investing $147 million in Australian content. The ABC is the largest commissioner of Australian scripted content, partnering with the independent production sector to bring the best and most ambitious Australian drama and comedy to TV screens. Kitty Flanagan's Fisk on the ABC was the standout at this year's Logie Awards, winning in five categories. It's the ABC that does the heavy lifting on Australian children's content, investing $21 million last financial year.

Australian content quotas for commercial television were first introduced in the 1960s to ensure that Australians had access to stories and could see their culture, language and values reflected on screen. Since then, Australian content has thrived on these networks. In 2024 the Nine Network reported an average of 81 per cent Australian programs across its primary metropolitan channels. The Seven Network reported 77 per cent and Network 10 reported 64 per cent. Shows like Home and Away and Neighbours have helped shape Australia today. Who would we be without the people of Summer Bay and Ramsay Street, or without McLeod's Daughters, Offspring or Blue Heelers? Shows like these have been central to our cultural identity. Until now, no requirements have existed for streaming services.

In October I had the opportunity to visit a beloved Australian production in my home town of Brisbane, Bluey. The Ludo crew showed me, along with my twins, the incredible craftmanship they put into every episode. They even let the twins have a hand at helping the animation team and tried out a suggestion from Dash to turn Bluey's fur from her famous blue to red. From script to storyboard, animation and sound design, Bluey isn't just a show to the Ludo team; it is a labour of love. At the end of every week they sit down as a team to watch the episode they have made together. Once they are done, they release that show out into the world, and families across Australia and the world do exactly the same. Not only is that little Aussie blue heeler the most streamed show in Australia; it is topping the US charts. Driving around Brisbane you see inspiration for Bluey everywhere, from New Farm Park to the Brisbane Powerhouse and in our weekend sausage runs to Bunnings.

When I sat down with Charlie and Dan from Ludo, along with Matt and Jane from the Screen Producers Association, they told me that putting a local content requirement in place for streaming services was critical. I want to thank the Bluey team, especially Charlie and Dan, for sharing their story with me. They told me that the shows they produce today are the ecosystem of tomorrow's creators and producers. The more shows that are produced in Australia, the more Australia's production sector will grow.

That's why we are legislating that streaming services in Australia with one million or more Australian subscribers will need to invest at least 10 per cent of their total expenditure for Australia, with 7.5 per cent of their revenue to go on new, local content. Eligible content includes drama, children's, documentary, arts and educational programs. Total program expenditure includes expenditure for all eligible programs available on a regulated streaming service for its Australian service, except news or sports programs. This includes an Australian portion of programs that are globally commissioned or licensed.

Some streaming services will already be meeting the future obligations, while others will need to spend more money than they currently are. Any services operating in Australia that are not currently commissioning Australian content will need to start doing so in order to meet their obligations under the new requirements. These requirements are the outcome of a lot of consultation with streaming services, broadcasters, producers and creators. I thank everyone who participated in the consultation process and those who have engaged with me and my team since I became Minister for Communications in May.

The requirements in this bill will give vital support to our domestic screen sector and our arts workers, by ensuring that quality local stories continue to be produced in Australia. The legislation delivers on our commitment in the National Cultural Policy—Revive to set local content requirements for streaming services. It recognises that Australia's people and their stories are our greatest cultural asset. The goal of this legislation is simple: we want Australians to be able to see Australian stories, no matter where they choose to watch. We want Australia's screen sector to thrive. We want to see new technology bring opportunities for Australian producers, writers and actors, and the many crew members who help bring a show together.

In July I watched Australian icon Magda Szubanski be inducted into the Logies Hall of Fame. I looked around the room wondering where our next Aussie icon will come from. Whether they get their start on the ABC, on a free-to-air broadcast, on an Australian streamer like Stan or a global streamer like Netflix, this legislation means there will be more opportunities for our future icons. It means Australia's production sector will continue to grow. It means that, no matter where they watch, every Australian will be able to see Australian stories on their screens.

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