New Research Highlights Shift in How Pacific Audiences Consume Media
New research from NZ On Air has revealed a significant change in how Pacific communities in New Zealand consume media. The study shows that audiences are moving away from traditional television and radio, choosing instead to engage with content through digital platforms.
According to the data, YouTube has become a primary destination for Pacific viewers. This shift highlights a growing preference for online spaces where people can easily watch, share, and interact with content that reflects their culture and experiences.
Following these findings, leaders in the industry are calling for a change in how media is supported. The chief of Coconet TV, a prominent Pacific digital platform, has stated that funding models must adapt to this digital reality. They argue that if audiences have moved online, the financial resources provided by the government should follow them to these new platforms.
This transition presents both a challenge and an opportunity for content creators. While digital platforms offer a wider reach, they require different production styles and consistent investment to remain successful. Supporters of this change believe that updating funding strategies will ensure that Pacific stories continue to be told effectively in the modern digital age.
As New Zealand’s media landscape continues to evolve, the focus remains on ensuring that all communities have access to high-quality, relevant content. The discussion regarding digital funding is expected to continue as policymakers consider how to best support the future of Pacific media.