For 83% of parents down under, it’s important that the content their kids watch is authentically Australian in nature.

This stat comes from the second Parents’ Perspectives report published earlier this month by researchers at Swinburne University of Technology and RMIT University. The data is based on a 2022 survey of 333 parents or guardians of kids under the age of 15. 

So how do the grown-ups determine what’s good kids content on the local scene? “Good TV reflects Australian kids’ reality, is free of American psychobabble and melodrama, is either ‘light’ or introduces heavy themes in child-appropriate ways,” one of the respondents explained.

Overall, parents emphasized the importance of hallmarks like relatability (47%) through the representation of Aussie accents, slang and settings; positive messages (41%) that teach tolerance and kindness without being patronizing; and cheeky humor (39%) with a “distinctly Australian” quirkiness. While it’s hard to pin down, this style of comedy can be described as jokes that walk the line between “slightly wacky” but not “crude” or “cringey’, according to one respondent. Unsurprisingly, Ludo Studio’s Bluey (pictured) emerged as the show that best represents all these ideals, ranking as parents’ favorite title for co-viewing (60%).

Animation, educational programming and comedy were the most-viewed genres for the youngest audience (kids ages four and under), while older children were open to a lot more types of programming. Parents noted that their kids tend to prefer shows that align with traditional gender stereotypes—boys were more into content featuring sci-fi, gaming, YouTubers, action, sports and movie/TV reviews, while girls over-indexed in drama, food/cooking, fashion and beauty-related programming. 

When it comes to where they watch, 93% of parents use at least one of ABC’s services (with 74% specifically choosing ABC Kids). Netflix (73%), YouTube (66%), and Disney+ (60%) rounded out the favorite platform rankings, and researchers noted that streamers without a clearly defined children’s section tended to be “less frequently used” compared to platforms that highlighted these hubs prominently or have a brand reputation for providing kid-friendly programming. For example, only 15% of parents said their kids use Prime Video, compared to Disney+ at 60%—even though both services had roughly the same number of Australian subscribers at the time the survey was conducted.

Three-quarters (74%) of parents said they want Australian content to be more prominent on streaming services and smart TVs, reiterating concerns from the researchers’ previous findings about a discoverability problem when it comes to local children’s content.

This new report is a part of the Swinburne team’s broader four-year research project Australian Children’s Television Cultures, which tracks and breaks down content viewing habits in Aussie households with children. The Australian Children’s Television Foundation (ACTF) is attached as a research funding partner. 

The full Parents’ Perspectives on Australian Children’s Television in the Streaming Era – 2 study is available to view and download on the Swinburne website.