NZ On Air, in partnership with Te Māngai Pāho, has released Where Are The Audiences - Children's Media Use 2025, focusing on children aged 2–14 years.
This study explores how tamariki in Aotearoa New Zealand access and experience media in an increasingly digital world. Building on previous research from 2014 and 2020, the 2025 report combines qualitative and quantitative insights, to reveal evolving behaviours, cultural connections and the growing influence of global platforms.
This research underscores NZ On Air’s statutory purpose to reflect and develop New Zealand identity and culture. Ensuring local content is not only available but easy to find and appealing is vital for connecting young audiences with stories that represent who we are.
Methodology
The research was carried out by Verian. Whānau in 20 households throughout NZ were interviewed at length in their homes for the qualitative phase. These households contained children aged 2-14 years. These findings informed bespoke questions in the quantitative survey (based on the established Where Are The Audiences methodology) of 1,024 New Zealand parents/caregivers and children aged 4-14.
Key findings
- The most used media platform by children is YouTube – 69% use YouTube or YouTube Kids on a daily basis
- Netflix is used daily by 36% of children and Disney+ 16%
- The total daily reach of local TV (all linear and on demand) is 41%
- 39% of children play online games daily and 24% use social media
- The media activity children spend the most time on daily is playing online games – on average 1 hour and 29 minutes
- Children spend on average one hour and 11 minutes daily on YouTube or an overseas streamer
- Only 50% of children are engaging with local content at all – 43% of parents say they don’t know where or how to find it
- Parents describe the top benefit of local content as being relatable stories and characters (39%)
