What is ‘children’s television’ in the streaming era?: Assessing content discoverability through Australian children’s streaming platform fluencies

Abstract

In line with international trends, increasing numbers of children in Australia use streaming video platforms to watch television on-demand from extensive catalogues. Child viewers thus tend to negotiate platform interfaces organised by algorithmic curation to select content, rather than accessing content via scheduled linear TV. The deeper implications of this substantial shift in child audience habits around television have yet to be robustly reckoned with across scholarly and national policy approaches. Indeed, policy settings in Australia have not kept pace with these transformations, one result of which has been that 84% less Australian content was aired on free-to-air commercial broadcasters in 2022 compared to 2019. Key producer bodies fear the sector is in serious peril and may not withstand the current instability. Given that local children’s television meets Australian children’s best interests by situating them within their own socio-cultural context, the issue has become a site of significant policy, industry, and cultural concern. At this precarious time for the Australian children’s television sector, this article outlines key findings of a mixed method study with Australian children aged 7–9 ( n = 37) and their adult guardians to illustrate how children understand, identify, and discover ‘local’ and ‘children’s’ content on streaming platforms. This child audience research contributes to current policy and scholarly debates around the ‘routes to content’ audiences develop in the streaming era. A focus of our analysis is how and if children find Australian content. Our aim is to shed light on how ‘discoverability’ issues compound the current state of turmoil for the sector. We elucidate children’s digital fluencies with platform interfaces but highlight their limited cultural literacies with the content itself, which poses significant implications for industry and policy strategy around local content discoverability for child audiences on streaming platforms.