Booming Entertainment: ‘Bluey’ Spearheads Australia’s Screen and Games Sector to Staggering $7.9 Billion

Australia's screen and games sector has demonstrated significant economic and cultural impact, contributing AUD11.1 billion ($7.9 billion) in gross value added (GVA) to the economy in fiscal year 2023/24, according to the landmark Screen Australia study, "Screen Currency 2026." The sector also directly employed 68,844 people in FY 2024/25. Of the total GVA, the screen industry accounted for $10.8 billion ($7.7 billion), while the digital games sector contributed $317 million ($225 million). Similarly, employment was split with 66,080 jobs in screen and 2,764 in digital games development. Notably, the report identifies digital games development as Australia's fastest-growing sector, experiencing growth rates that outpace the rest of the industry.

The sector's export capabilities are also robust, reaching AUD1.6 billion ($1.1 billion) in FY 2023/24. Screen exports comprised $1.3 billion ($923 million), with games exports contributing $323 million ($229 million). The growth trajectory for games exports has been particularly impressive, climbing at an average annual rate of 15.4% between 2016/17 and 2023/24. This rate is more than three times that of screen exports, which grew at 4.7% annually since 2008/09, and now represents approximately one-fifth of the sector's total export earnings. Royalty exports also saw a rebound, reaching AUD415 million ($295 million) in FY 2024/25.

Australia's digital games business landscape has expanded significantly, with 188 registered businesses in FY 2021/22, reflecting an average annual growth of 15.3% since 2015/16. However, the report highlights an uneven distribution of intellectual property (IP) ownership across the sector: 45% of games businesses retain full rights to their titles upon first release, 15% hold partial rights, and a substantial 40% own none at all. Industry experts caution against overemphasizing individual breakout hits, noting that titles like “Untitled Goose Game,” “Unpacking,” and “Hollow Knight: Silksong”—praised for their commercial and critical success and loyal international fan bases—often originate from small teams finding niche audiences. Success, it is argued, depends on numerous factors often beyond the control of game makers.

The study singles out the children’s series “Bluey” as Australia’s most effective cultural export, having been the most-streamed show in the U.S. in 2025 and the most recognized Australian title among international survey respondents. Another significant cultural export is “MasterChef Australia,” currently in its 18th season. This local format has achieved lasting global reach, airing in over 120 countries and inspiring roughly 60 localized adaptations internationally. It is estimated to generate AUD700 million ($500 million) annually for Banijay through licensing and other commercial revenues, recognized for its positive judging and contestant camaraderie rather than conflict.

Despite the sector's scale and international recognition, the report identified a notable gap between the value Australians place on local content and their actual consumption of it. A strong 84% of Australians rated local screen content as important to have access to, and 75% expressed a desire for more. However, only 36% found it easy to locate, and nearly two-thirds reported watching local content for less than 30% of their total viewing time. Local content is strongly tied to national identity, with 77% of Australians feeling proud, 78% believing it contributes to a distinctive identity and helps preserve culture, and 71% feeling connected to the country's past and cultural heritage through it.

Minister for the Arts Tony Burke underscored the findings, emphasizing the value of Australian stories, experiences, and talent on screen in shaping culture and fostering a sense of belonging. The government is actively working to build on the momentum of its “Revive” National Cultural Policy, including new legislation requiring streaming services to carry a minimum amount of Australian content. Internationally, Australian film and TV content significantly boosts interest in visiting the country, with half of respondents across eight markets expressing increased interest. India showed the strongest lift at 51%, followed by China at 30% and Singapore at 27%.

Screen Australia CEO Deirdre Brennan described the sector as being at an “inflection point,” emphasizing that future success will depend on businesses building durable intellectual property, strengthening audience relationships, and improving discoverability in a market increasingly influenced by algorithms and platform recommendations rather than active search. Government funding, both direct and indirect, has become the leading source of finance for Australian narrative drama, documentary, and children’s television. The “Screen Currency 2026” report is a comprehensive study based on over 40 stakeholder consultations, 18 research partners, five research teams, and more than 13,750 participants across six surveys in Australia and international markets, with findings presented across five detailed reports and 16 supporting case studies.