Australians are paying more than ever for digital entertainment, yet spending less time consuming it, according to the Media & Entertainment Consumer Insights 2025 report.
The findings, based on a nationally representative survey of 2,000 Australians aged 16 to 92, point to a fundamental shift in media behaviour as audiences become more selective amid rising subscription costs and content overload.
The report shows Australian households now hold an average of 3.7 paid digital entertainment subscriptions, the largest increase since the COVID-19 pandemic. Average monthly spend has climbed to AUD 78, up from AUD 63 the previous year, driven primarily by younger consumers.
Gen Z households recorded the highest spend of any generation, paying an average of $101 per month on media subscriptions. However, the report also highlights growing financial pressure, with 78 per cent of respondents concerned about the total cost of their subscriptions and 36 per cent reporting they are spending beyond their intended media budget
Despite higher spending, overall media and entertainment consumption declined by 3.4 per cent year on year. The report identifies video as the steepest area of decline, particularly live free-to-air television, while social media use also fell. Audio was the only category to see significant growth, with weekly listening increasing by 33 per cent, driven by music streaming, radio and podcasts
According to the report’s authors, this pattern reflects a shift toward “conscious consumption”, with Australians prioritising quality and convenience over volume.
YouTube continues to reshape video viewing habits. The report found that more than one-third of Australians feel no need for a paid video subscription because YouTube meets their needs, although many users – especially Gen Z and Millennials – continue to maintain paid streaming services alongside heavy YouTube use
Content discovery is also becoming more fragmented. While lists of new releases and recommendations from friends and family remain influential, social media now plays a significant role in content decisions for younger audiences, according to the report.
Short-form and user-generated video continues to gain ground, with 37 per cent of Australians spending more time watching creator content than streaming traditional movies and TV shows.
Advertising tolerance remains low across most content categories. The report found 42 per cent of consumers are willing to pay for ad-free entertainment, with the exception of news, where audiences show greater acceptance of advertising. Trust in news remains strongest for national and regional Australian publishers, which significantly outperform social media creators and international outlets.
Sport continues to be a cornerstone of engagement. According to the report, 84 per cent of Australians consider themselves sports fans, with AFL remaining the most-followed code nationwide. However, younger audiences are increasingly casual in their fandom, favouring highlights and broader code followership over loyalty to a single team.
Overall, the Media & Entertainment Consumer Insights 2025 report shows Australians entering a more disciplined phase of media consumption. While subscription numbers and spending continue to rise, audiences are cutting back on time spent and becoming more selective about the content they engage with.