Liza Williams.
Almost 75% of Australians say entertainment is central to their life, yet 33% still struggle to decide what to engage with, according to The Growth Distillery's Entertainment Nation 2026 research.
The study examines how Australians discover, choose and engage with entertainment across streaming, gaming, audio and live experiences, and found discovery is fragmented across platforms, word of mouth and social channels, with no single source reaching even half the market.
The research identified two distinct challenges, depending on whether audiences are engaging in digital or physical spaces.
In digital spaces, audiences are overloaded with content but given little guidance to find what they want, and are least likely to know what they want before opening a platform.
In physical spaces, cost is the primary barrier to greater participation, cited by 54% of cinema-goers, 58% of live event attendees and 38% of cultural event attendees.
The research found audiences judge the value of a ticket not by the activity itself but by how long the experience stays with them, and that brands extending that experience through expert analysis, community access and behind-the-scenes content are likely to see stronger repeat attendance.
Liza Williams, head of growth intelligence at The Growth Distillery, said Australians were more emotionally invested in entertainment than ever, but also more frustrated by it.
"They are not short of things to watch, play or experience. What they are short of is help finding the right one,” she said.
“That is a significant opportunity for brands and the ones that step into that role will build stronger, more loyal audiences.”
The Growth Distillery is a research think-tank by News Corp Australia.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.