New Zealand audiences seem to have found a new rhythm for their media consumption, with the degree of year on year change now slowing after several years of rapid change. Changes this year appear to be driven by cost-of-living pressures.
The latest findings from NZ On Air’s ongoing Where Are The Audiences research series also has some good news for local platforms. Carried out by Verian*, the research in 2026 has been updated with a larger sample size (1701) and new content-related questions.
Key findings include:
- Total TV reach (local linear and BVOD combined) has edged out global video sharing platforms as the most used type of media across a day (63% v 62%)
- Linear TV (51%) has also edged out SVOD*(50%)in daily audience reach for the first time in five years
- Total radio (broadcast and online net) and Online music streaming platforms are now neck and neck for daily audience reach (44% use each daily)
- Overall SVOD use has declined 6% since 2024
- Spotify use has fallen in this survey – 27% daily down 8% since 2024
- Audiences spend the most time daily watching linear and BVOD combined (Total TV 128 mins)
- The next highest media we spend time with daily is Global Video Sharing platforms* at 97 mins.
- Preferred TV content genres vary by age – older audiences prefer news, current affairs and documentary while younger audiences prefer comedy and drama.
- 81% of New Zealanders like seeing NZ faces and places on TV shows
- 37% actively look for NZ music and 41% would listen to more NZ music if it came up on their streaming service.
- 2016-2022 saw rapid rates of change in media use in NZ but from 2023 to 2026 we are now seeing stability.
This year NZ On Air commissioned four sub-reports focused on Māori, Pacific, Asian and Youth audiences. These reports will be released shortly.
The full Where Are The Audiences? 2026 report is below. The infographic is free to use with credit to NZ On Air.
