The idea distilled
Entertainment is one of Australia’s biggest shared passions, but it is becoming harder to navigate. Entertainment Nation is a new census-style study of how Australians discover, choose and engage with entertainment across streaming, gaming, audio and live experiences.
It shows a market under pressure from rising choice, fragmented attention and tighter budgets, with no single trusted front door helping people decide what is worth it.
For publishers and marketers, that opens a clear opportunity: the brands that help audiences choose better can build stronger habits, deeper loyalty and greater commercial value.
Entertainment plays a highly meaningful role in the everyday life of Australians
In what their life looks like, in how they navigate their emotions and even how they make decisions around what they consume or attend.
Almost 3 in 4 Aussies say that entertainment is either central to their life, or an important part of it.
Say they use entertainment as a way to reset or recharge emotionally.
Say that the emotional experience entertainment gives them is an important factor when deciding what to consume or attend.
There are two distinct challenges for digital and physical entertainment spaces.
Content volume has a habit of overwhelming audiences, whilst also leaving them feeling unfulfilled.
All audiences are feeling underserved by choice, and compromised by cost.
There are three things marketers and brands need to know
Different motivations drive different levels of frequency
The growth challenge looks different in digital and physical spaces
The opportunity is to make entertainment easier to navigate and help consumers see the value
But wait… there’s more
This report is just the beginning. Over the coming weeks, we’re dropping four dedicated deep dives that explore how shifting habits, emotional drivers, and physical spaces are reshaping entertainment.
Chapter 01: Streaming tackles algorithm fatigue and choice paralysis, exploring how platforms can move beyond passive scrolling to turn casual viewers into high-value, devoted fans.
Chapter 02: Gaming dives into the most time-intensive space in culture, unpacking unique player motivations and showing how interactive worlds build unmatched engagement.
Chapter 03: Audio explores the daily soundtrack of our lives, revealing how music and spoken word foster personal identity, daily routines, and deep listener devotion.
Chapter 04: Live Experiences bridges screen to scene, dissecting real-world ticket pricing barriers, ecosystem extensions, and the future of shared cultural moments.
Keep an eye out for the first chapter drop mid August.
