In 2025 NZ On Air, The New Zealand Film Commission and Te Māngai Pāho commissioned The New Zealand Institute of Economic Research (NZIER) and Verian to undertake comprehensive research and analysis as part of the Mahi Tahi initiative, a collaborative effort between the three agencies to support and strengthen the screen sector in Aotearoa.
The research covered three areas: economic activity in New Zealand screen production, the cultural impact on NZ screen production, and how our screen content influences global perceptions of New Zealand.
Key findings
Economic impact:
- $3 billion total output from the screen sector
- 26,960 overall screen industry workforce (both employees and contractors)
- NZSPR data shows that qualifying NZ production expenditure for international productions in 2024/25 was $647.1M.
- $2.7 billion estimated tourism expenditure linked to screen content
- 15.9% of visitors quote screen influences in their decision to visit NZ
Cultural impact:
- Nearly 8 in 10 international viewers say NZ content sparks curiosity and 72% considered visiting as a result.
- 73% of New Zealanders agree NZ-made content shapes national identity.
- 87% of international viewers say Māori stories help them value indigenous storytelling more broadly
- 83% of international viewers agree NZ content gives New Zealand a distinctive voice in global film and television.
To read the full research report see below.
