NZ On Air Releases Latest Audience Research
New research from NZ On Air suggests New Zealand audiences have settled into a more stable rhythm when it comes to media consumption, following several years of significant change.
The latest edition of the Where Are The Audiences? survey found that while global platforms remain a major part of daily media use, New Zealanders continue to place strong value on local content and local stories.
One of the most encouraging findings for the screen sector is that 81% of New Zealanders say they like seeing New Zealand faces and places on television. The research also found that audiences are spending more time watching television content than any other type of media, with total TV consumption remaining strong across both traditional broadcast channels and broadcaster video-on-demand services.
The report also highlights a shift that may surprise some in the industry. Daily reach for linear television has edged ahead of subscription streaming services for the first time in five years, while overall subscription video-on-demand use has declined since 2024. According to NZ On Air, this may indicate that audiences are increasingly recognising the value of free local viewing options available through New Zealand broadcasters.
As audience behaviour settles following years of rapid technological change, the findings provide a reassuring signal for New Zealand's screen sector: audiences continue to value locally made content and remain keen to see their own communities, stories and experiences reflected on screen.
NZ On Air Chief Executive Cameron Harland says among the many useful insights it is heartening to see local linear TV growth for the first time in many years, and local broadcast video on demand platforms holding steady.
“This has also coincided with a fall in viewing on Netflix, Amazon Prime and Disney+, which taken together may be an indication of audiences realising they can get great content for free on local platforms,”
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The full Where Are The Audiences? 2026 report is available on the NZ On Air website here.
*The research was carried out between 8 April to 7 May 2026 with New Zealanders aged 15+.
