When it comes to the content New Zealanders truly value, the numbers are impossible to ignore:

15 of the top 20 shows watched last month were locally produced.

That’s not a one-off. It’s proof of how deeply audiences connect with homegrown stories. In a media environment dominated by global streaming giants, New Zealanders continue to show up in large numbers for programmes made here.

Local content is not niche, nor is it secondary. It is central to how audiences engage with television – and, increasingly, it is what makes television stand out in a crowded media landscape.

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We See Ourselves on Screen

There’s something powerful about watching shows that capture real New Zealand life.

When audiences tune in to a drama like Shortland Street, an investigative series such as David Lomas Investigates, or a relationship-led programme like Down for Love, they see themselves reflected back: their accents, their communities, their humour, their landscapes.

This authenticity matters. It’s the reason a series like The Brokenwood Mysteries can travel overseas, while remaining firmly rooted in local soil. It’s why Police Ten 7 built decades of loyalty – because the stories were recognisably ours.

And it’s not just scripted content. Live sport sits at the heart of New Zealand identity. In July, the All Blacks’ commanding win over France pulled hundreds of thousands to their screens, just as the nail-biting Crusaders v Chiefs Super Rugby finale had earlier in the season. These events aren’t just games – they’re cultural milestones.

“Local content doesn’t just entertain – it creates cultural touchpoints.”

These touchpoints turn programmes into shared experiences. They become part of the daily rhythm – the shows families watch together, the storylines that get talked about at work the next day, the sporting triumphs relived on Monday morning.

In a world of endless content choice, that sense of shared identity is what makes local programming stand out.

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16,000 Hours of New Zealand Stories

New Zealand broadcasters collectively produce around 16,000 hours of local content every year.

This spans every genre:

• Factual favourites like Country Calendar and Find My Country House, which celebrate rural life and Kiwi ingenuity.
• Local versions of global formats such as Grand Designs NZ and Eat Well For Less NZ, reimagined through a New Zealand lens.
• Representation-led content like Down for Love, which has earned international acclaim for the way it champions inclusivity.
• Sports and national moments – from grassroots netball coverage through to the Rugby World Cup, Super Rugby finals and cricket tours.
• Breaking news and current affairs – where programmes such as 1 News and Three News Live at 6 deliver trusted voices to guide us through unfolding events.

The breadth of these genres is striking. They reflect the full spectrum of New Zealand life – rural and urban, young and old, Māori and Pākehā, sport and culture.

“Local content anchors us – culturally, creatively and economically.”

This depth and breadth is exactly why homegrown programmes consistently dominate ratings. They speak to the lives of New Zealanders in ways international shows simply cannot.

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The Backbone of the Production Industry

Those 16,000 hours don’t just happen by chance. They are powered by broadcasters who invest heavily in New Zealand content – commissioning, producing and promoting it at a scale unmatched by international platforms.

Local broadcasters invest more in New Zealand storytelling than any other media platform. This commitment provides certainty, funding and scale that allows creative risk-taking and innovation.

That investment sustains thousands of jobs: writers, producers, camera crews, editors, actors, set designers and more. It also supports the infrastructure – studios, equipment suppliers and post-production facilities – that keeps our production industry strong.

Importantly, it sustains careers. Young people entering the industry have opportunities to learn and grow, while experienced professionals can continue to hone their craft here at home.

Without the backbone of broadcast television, much of this creative ecosystem would disappear. International streaming services commission very little New Zealand content – and when they do, it is often one-off and narrow in scope. It is broadcast that provides the continuity, the scale and the variety that keeps our storytelling alive.

“You don’t get to see local stories on international SVOD services like Netflix and Amazon Prime.”

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Shared National Moments

Local television has the ability to create cultural moments that bring us together in ways no other medium can.

It might be a familiar weekend ritual like Country Calendar, a final episode of a drama that has everyone talking, or a major sporting event that stops the nation. It could be breaking news unfolding live at 6pm, with trusted journalists guiding us through.

The Christchurch earthquakes, the Whakaari eruption, the highs of Olympic gold, the heartbreak of Rugby World Cup defeats – all of these moments were mediated, explained and shared through the lens of New Zealand television.

“In a fragmented media world, shared viewing moments are rare – but they matter.”

These moments deliver not just audience reach, but cultural relevance. They become the memories viewers hold onto – and the moments brands can be part of.

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What This Means for Marketers

For marketers, the success of local content isn’t just a ratings story – it’s a marketing opportunity.

Homegrown programmes consistently deliver large, engaged audiences. But more importantly, they provide something less tangible and just as powerful: trust and emotional connection.

When viewers care about what they’re watching, the brands that appear alongside those shows benefit from that association. Advertising becomes more memorable. Brand recall improves. Campaign impact grows.

Think of the difference between placing a message in the middle of a global streaming show versus aligning with a trusted local programme. In one, the brand is incidental. In the other, it is embedded in the cultural moment itself.

Local content also creates cultural conversations that brands can be part of. Whether it’s a much-loved series finale, a storyline that sparks debate, or the All Blacks charging onto the field, these are the moments where advertising moves beyond impressions and becomes part of the national dialogue.

That halo effect is not easily replicated elsewhere in media.

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More Than Entertainment

Local content is more than just programming. It is a cornerstone of our culture, our economy, and our national identity.

Every hour of locally made television represents jobs, skills development and opportunities for New Zealanders to tell their stories. It represents the infrastructure that sustains a vibrant creative sector. And it represents the ability for audiences to see themselves on screen in meaningful ways.

It also provides resilience. In an increasingly globalised media environment, New Zealand content gives us a sense of belonging and place. It reminds us of who we are, where we’ve come from, and what matters most to us as a people.

“Local content is not a ‘nice-to-have.’ It is the beating heart of New Zealand television.”

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Looking Ahead

Viewing habits will continue to change, and competition for attention will remain intense. But if there’s one constant in the media landscape, it’s this:

New Zealanders love seeing their own stories on screen.

The success of local content is proof. It is not niche. It is not secondary. It is essential.

For audiences, these shows bring us together, spark conversations and celebrate our identity. For marketers, they are a chance to align with the content people value most – the content that delivers attention, trust and cultural relevance.

“When we invest in New Zealand stories, we don’t just make television. We make connections.”

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Sources

• Nielsen New Zealand TV Ratings, July 2025: 15 of the top 20 programmes were locally produced.
• ThinkTV analysis: NZ broadcasters collectively produce approximately 16,000 hours of local content each year (across drama, sport, news, entertainment, documentaries, and children’s programming).