NZ On Air Launches YouTube Hub to Boost Local Kids’ Content

Young New Zealanders are increasingly disengaged with locally produced video content, leading to concerns from parents about accessibility. According to a recent survey conducted by NZ On Air, only half of children in New Zealand engage with local media, prompting the agency to create a dedicated hub on YouTube. This new initiative aims to simplify the process for young audiences to discover content made in Aotearoa.

The Where Are the Audiences survey, focusing on children’s media consumption, revealed that 43% of parents struggle to locate local shows. Among parents with preschool children, many could not identify a single local program their child enjoys. In stark contrast, YouTube emerged as the platform of choice, with 69% of children using it or YouTube Kids daily, compared to 36% for Netflix and 16% for Disney+.

NZ On Air Chief Executive Cameron Harland emphasized the challenges in reaching younger viewers in today’s fragmented media landscape. “While younger children may be influenced by their parents, older children have a lot of freedom to choose where and how they consume,” he stated. “We need local content on multiple platforms for children to discover.”

Introducing the KIDOGO Hub

To address these challenges, NZ On Air has launched the KIDOGO hub on YouTube and YouTube Kids, featuring content funded by both NZ On Air and Te Māngai Pāho. This hub seeks to enhance the visibility of local content amidst the vast array of global programming. Amie Mills, head of funding at NZ On Air, highlighted that “with 69% of children using YouTube daily,” many face difficulties in finding local offerings.

KIDOGO will include shows that have previously aired on platforms such as TVNZ+ and Sky. Mills noted that “KIDOGO offers children another way to discover stories that reflect our Kiwi humour, te reo Māori, values, and familiar places.” She provided the example of the preschool show Toi Time, which thrives on TVNZ+ while expanding its audience on YouTube with music videos and shorts tailored for the platform.

The survey also indicated that while families value local content, it often “gets lost” in the digital realm. The report recommended increasing visibility, clear labelling, and enhancing discoverability through algorithms to help families access and enjoy quality local programming.

Connecting with Māori Culture

Cultural connectivity emerged as another key focus of the research. The survey found that 78% of caregivers who engage with te reo Māori content consider it important for their children. Many non-Māori caregivers expressed a desire for their children to connect with Māori culture, often preferring to see te reo Māori “sprinkled” into familiar shows. Children reported that Māori content helps them learn, feel connected, and foster pride in their identity.

Although Netflix remains the dominant streaming service, TVNZ+ has shown resilience, particularly among Pacific children and mixed-age groups, with a daily reach of 10% compared to Netflix’s 36%. The survey noted that Australian animated series Bluey ranks as the top choice for preschoolers, with 38% of caregivers identifying it as their child’s favourite, followed closely by Paw Patrol at 25%. In contrast, only 6% of caregivers mentioned local shows like Kiri & Lou or Nee Naw as favourites, underscoring the challenges local content faces in gaining recognition.

Larry Parr, Kaihautū of Te Māngai Pāho, remarked, “While those tamariki who watch local and te reo Māori content value and enjoy it, the challenge is ensuring our content remains highly visible, accessible, and appealing to audiences in all the places children and caregivers expect to find it.”

The Where Are the Audiences survey was conducted in September 2023 by polling firm Verian, which gathered insights from families across New Zealand through in-house interviews and a survey of 1,024 parents and their children. This research aims to inform strategies for enhancing the reach and impact of local children’s content in an evolving media landscape.