The report commissioned by NZ On Air and Te Māngai Pāho shows a hunger for reo Māori content, despite Māori not using the platforms where that content is.

The first ever Where Are the Māori Audiences report has been produced, providing an independent snapshot into the media behaviours, preferences, and motivations of Māori in Aotearoa. The research highlights the challenges ahead for funders, content creators, and platforms in reaching an increasingly youthful audience. Commissioned by Irirangi Te Motu | NZ On Air and Te Māngai Pāho, the research takes a deep dive through both qualitative and quantitative studies conducted between February and May this year.

While the researchers acknowledge the data may differ from that carried out by different platforms, they hope it provides a valuable snapshot of the current preferences and trends among Māori audiences. The funding agencies have said the data will unlikely influence the criteria for current funding rounds but will provide some context and insights for future rounds. The collection of data, especially around the language impacts of funded programming, continues to be a key focus in the meantime.

What the research shows is that although Māori value te reo and seeing themselves and environments reflected in the content they watch, they’re not necessarily on the channels where that content exists. There is a disconnect between the demand and supply of high-quality local content, with a majority of the audience instead consuming content on major streaming platforms such as Netflix or YouTube.

1. Rangatahi Māori will make up a large proportion of the country’s future viewership

Nearly one in three New Zealanders under 25 are Māori. This demographic is not only growing but is also distinctive in its media consumption habits, which differ greatly from older generations. Their preference for mobile devices, streaming services, and gaming indicates a shift that media producers and platforms must adapt to in order to stay relevant. Engaging this demographic will be crucial for the long-term success of media content in New Zealand.

2. Māori want shows with simple conversations in te reo Māori, even fluent speakers, but it isn’t a key factor in choosing the content they watch

The amount of te reo Māori in a programme is not the primary factor influencing Māori viewership. Māori audiences, including fluent speakers, prefer shows that incorporate simple conversations in te reo Māori over those broadcast entirely in the language. This preference suggests a desire for accessible and relatable content that integrates cultural elements without overwhelming the viewer. It highlights the importance of balancing cultural representation with broad mass appeal to ensure content appeals to a wide audience.

3. Gaming takes up the most time but watching videos online is the most prevalent activity

While watching online videos is the most prevalent activity, gaming takes up the greatest share of time, especially among younger Māori. On average, 15-24-year-olds spend 121 minutes gaming every day, more than any other activity in terms of time commitment. This indicates a deep engagement with interactive media and suggests that gaming is not just a pastime but a significant aspect of daily entertainment.

4. Whakaata Māori is struggling to capture a broader audience

Despite producing culturally rich content, Whakaata Māori faces challenges in expanding its audience base. The report indicates that about 17% of Māori who watch TV will tune in to Whakaata Māori and this figure nearly doubles among those with high reo fluency. The niche appeal highlights the channel’s success in engaging fluent speakers but also underscores its struggle to attract a broader audience. To increase its reach, Whakaata Māori will likely need to diversify its content offerings and enhance its presence on platforms frequented by younger Māori and those less fluent in te reo.

5. TVNZ rules the mainstream and Māori

TVNZ’s dominance in the mainstream and among Māori audiences is clear from the report’s findings. TVNZ 1 is the most-watched channel among Māori who consume live or recorded TV, highlighting its stronghold in the market. This widespread viewership is likely due to TVNZ’s diverse programming that includes news, entertainment, and culturally relevant content. For Māori viewers, TVNZ’s ability to deliver both mainstream appeal and local relevance makes it a preferred choice, cementing its position as a leading broadcaster in Aotearoa.

6. Māori prefer local content, but are mostly not on the platforms where this content is

While there is a clear preference for local content among Māori, the platforms they use do not always align with where this content is available. The report shows that Māori audiences predominantly consume international online videos, with platforms like Netflix and YouTube being highly popular. This disconnect means that local content providers need to find ways to make their offerings more accessible and appealing on these widely-used platforms. Bridging this gap is essential for ensuring that local content reaches its intended audience.

7. Captions are helping those with some proficiency in te reo to learn more

Captions in te reo Māori shows are proving to be a valuable tool for language learners. The report indicates that about 40% of Māori viewers use captions to help learn te reo, with this practice being especially common among those with some proficiency in the language. This suggests that captions can play a crucial role in language acquisition and retention, making content more educational and accessible. For content creators, incorporating captions could enhance viewer engagement and support language learning initiatives.

8. The higher the reo fluency, the more likely to watch NZ on demand

A clear correlation exists between reo fluency and the likelihood of watching NZ on demand content. The report reveals that those with high fluency in te reo Māori are more likely to consume on-demand content that includes cultural and language elements. This trend highlights the importance of providing high-quality, culturally relevant content on-demand to cater to fluent speakers. Content providers could leverage this insight to develop and promote shows that resonate with this engaged and discerning audience.

9. Word-of-mouth is critical

Discovering new content among Māori audiences is heavily influenced by word of mouth, social media, and algorithms. According to the report, 64% of Māori rely on recommendations from friends and family, while social media platforms and algorithm-driven suggestions also play critical roles. This highlights the importance of a multi-faceted approach to content promotion that leverages social networks and digital algorithms. For media producers, understanding these dynamics can help in crafting effective marketing strategies that reach and engage Māori viewers. Funders like Te Māngai Pāho are continuing to place greater emphasis on marketing plans when it comes to funding applications and this trend is likely to continue.

10. TikTok is the new Google

The rapid rise of TikTok among Māori youth signals a profound shift in media consumption and search behaviours. The report highlights that platforms like TikTok, Instagram, and Snapchat are significantly more popular than traditional search engines and media channels among 15-24 year-olds. This demographic is increasingly turning to TikTok not just for entertainment but also for discovering new content, trends, and even news.

The trend highlights the weakening influence of traditional media such as TV, radio, and print, particularly among younger Māori. Traditional media usage is more prevalent among older Māori, but its overall influence is declining as digital platforms offer more personalised, engaging, and on-demand content. For content creators and marketers, this means shifting focus towards creating bite-sized, engaging content optimised for social media platforms to effectively reach and engage the next generation of Māori viewers.

This is Public Interest Journalism funded by NZ On Air.