New Zealand’s children are increasingly consuming stories, songs and games on international media and platforms, missing
out on local content and potentially impacting on their sense of identity and belonging.
The Children’s Media Use Study 2020, from Colmar Brunton for NZ On Air and the Broadcasting Standards Authority,
compares the survey results this year with the last wave of this research conducted in 2014. The research was conducted
with children under 14 years and their parents/caregivers.
Some of the key findings include:YouTube (51%) and Netflix (47%) have the highest daily reach and children spend the longest time watching content here.
Of local options, TVNZ 1 at 16% daily reach and TVNZ 2 at 15% have highest reach.Cartoons are the most popular genreA third of children use social media – TikTok which did not exist in 2014 is now the most popular social media platform
at 22% daily reachSpotify and YouTube are the most popular platforms to access audio content at 42% reach.9 out of 10 children play video gamesThree-quarters of parents agree it’s important for their children to watch local content that reflects them and their
worldMore than 50% of children say they feel good when they watch stories about NZ and see children that look and speak like
themMost children (65%) don’t have a favourite NZ-made show49% of children aged 6-14 are aware of HEIHEI and 17% have used itChildren in low income households have significantly less access to a range of media devices.
NZ On Air’s Head Of Funding Amie Mills says the research gives the agency valuable insights to inform a planned review
of its children’s content strategy later this year.
“We are passionate about our tamariki growing up with New Zealand stories and songs, accents and familiar places in the
media they consume – it’s how our young people develop their sense of identity and culture,” Ms Mills continued.
“This research shows New Zealand parents and children clearly want and appreciate the value of local content, but they
are not discovering it, and we need to work with content creators and platforms to change that.”
NZ On Air’s funded children’s platform, HEIHEI has recently moved to TVNZ On Demand, where it is expected to grow its
audience. TVNZ operates HEIHEI, which was at the time of the research still on a stand alone site.
The research was undertaken in March 2020, with fieldwork concluded just prior to lockdown. For findings related to
Broadcasting Standards please read the
The full report is available