Netflix and Australia's Working Relationship: the promises of investing in Australian content
New Australian content quotas on streaming services are to go into effect in July 2024. These new rules promise great opportunities for new and continuous employment in the Australian film and television industries.
Could streaming services be a lifeline?
There has already been a strong collaboration between streaming services and Australian screen companies. The Netflix-ABC co-production Pine Gap was filmed in Adelaide and parts of the Northern Territory’s outback. Streaming services producing more content filmed in Australia’s outback would benefit the recent job opportunity boom for below-the-line workers in rural areas.
Screen Illawarra has run workshops for writers, directors, producers and location managers in rural NSW. Considering the success of Pine Gap, and Australia’s long heritage of providing exotic locations for international productions, it’s safe to assume that the streaming giant will continue taking an interest in our beautiful rural panoramas. That would make it a good time for rural crew and actors to get involved in a multimillion-dollar streaming service’s business.
Dr Amanda Lotz of the Queensland University of Technology has proposed Netflix is the best streaming service for generating new local Australian content.
She said in an ABC News article that Netflix is the only streaming service that is aligned to developing an international subscriber base, making it ideal for developing new global content.
Content on Netflix is not just limited to shows under their corporate umbrella, as is the case with Disney+ and Paramount+. Successful shows like the K-drama Squid Game and the Spanish heist series Money Heist demonstrate their willingness to co-produce original content with international production companies.
Therefore, any crew member lucky enough to work on an Australian/Netflix co-production would be getting international exposure.
Heartbreak High: An Australian Netflix success story
Although details on the content quotas are still being worked out, streaming giants like Netflix shouldn’t say ‘no’ when Australian production has already brought them tremendous success. A co-production between Fremantle and Netflix, the remake of Heartbreak High was one of the platform’s top 10 most viewed shows globally for three weeks. Netflix announced in 2022 that season 2 is in production.
Young Aussie actor Ayesha Madon (who plays lead character, Amerie Wadia) has become an international superstar because of Heartbreak High’s success. She’s been featured in major publications like Sunday Life. Her Instagram channel and Spotify account have received a massive growth in followers since the show’s debut. She’s even been a presenter at the 2022 ARIA Awards.
Ayesha Madon opens up about her feelings of being introduced to global stardom. Posted to Instagram by sundaylifeau
The series also represents a source of cultural pride for Australia and the potential for a more diverse global entertainment industry. The original Heartbreak High from the 1990s was praised for representing a multicultural Australia with a cast of young Greek-Australians, Lebanese-Australians and Vietnamese-Australians starring in major roles. The reboot allows the potential for greater diversity with First Nations, queer and neurodiverse characters.
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Chloe Hayden expresses her gratitude about being a positive role model for autistic people. Posted to TikTok by @marieclaire_au
The fact that a remake of a quintessentially Australian property has captivated audiences all over the world on a platform as ubiquitous as Netflix reflects the potential for more diverse Australian actors to be examples of positive representation. It would enrich Australia’s screen industry by advancing the value of casting people who represent all kinds of Australian experiences.
What will ‘Australian content’ be in this quota?
It’s no secret that streaming services have been resistant to the idea of being forced to invest in global content. The government has discussed adopting streaming service content quotas since 2021. Although the government has expressed interest in streaming services investing 20% of their revenue into the Australian film industry, the major streaming giants have previously insisted on a 2% investment threshold.
We won’t know what requirements the government has in mind for streaming services for another eight months. What we should be asking ourselves is what they will choose to define as Australian content.
Is a series or film that’s co-financed by Netflix and Australia an Australian production, or does it have to involve Australian workers? Will an international production that filmed some of its locations in Australia be enough to fill that quota?
While Netflix’s interest in Australia is secure, other streaming services may decide to simply pull out of the Australian market if content demands are too high. Amazon Prime is only one revenue stream in Amazon’s retail services conglomerate.
The decision on quota requirements should prioritise both Australia’s proud cultural heritage and its adoption of international blockbuster and genre pictures. Australia has only started booming in international co-production this last decade, with blockbusters like Thor: Love and Thunder being filmed at local studios.