Streaming algorithms are making it harder for Australian kids to find and identify locally made content, according to new data published by several academic institutions and the Australian Children’s Television Foundation. 

Australian universities Swinburne and RMIT observed 37 kids ages seven to nine as they watched content, and found that algorithmic recommendations largely dictate children’s viewing habits. 

Netflix and YouTube were the most popular services with the study group, and they would watch whatever the algorithm served up to them, often at the expense of local content, said RMIT associate professor and research leader Jessica Balanzategui. 

The kids also struggled to identify what was Australian content, sometimes assuming that even their favorite Aussie shows (like Little Lunch and InBestigators) were American. (It was a bit more obvious if the show featured stereotypical landmarks or animals, like the Outback and kangaroos). 

Unsurprisingly, for already over-stressed parents, encouraging their kids to watch local content isn’t a major priority. That insight, along with the study’s other findings, should be a concern for the future, according to the ACTF, which argues that local content should be promoted to kids because it helps them connect with their culture and surroundings. 

But even without the algorithm working against domestic programming, it could be getting harder for kids to access and find this content, since Australia’s local production industry has been suffering a major economic downturn in recent years. Between 2019 and 2022, the amount of locally made Aussie kids TV programming on air declined by 84%, from 605 hours down to 95, according to a report from the Australian Media and Communications Authority. 

Balanzategu offered up some solutions for this discoverability challenge, including better labeling on streamers and developing media literacy programs and resources that teach kids and parents how to find content. 

Image courtesy of Photoholgic via Unsplash.