Screen Producers Australia (SPA) has called on the Australian government to reform screen regulation and address what it says is the growing market power of streaming platforms over independent producers. In a 22-recommendation submission to the National Cultural Policy consultation, SPA argues that the move from traditional broadcasting to digital streaming has changed how screen projects are commissioned and financed, leaving many small and medium-sized production businesses exposed to contract terms that are increasingly difficult to negotiate on fair and sustainable grounds.
SPA says the current system no longer supports independent producers operating on reasonable commercial terms. Chief executive Matthew Deaner said the organisation has raised the issue through multiple channels, including the ACCC, and wants the government to better understand how streaming platforms are affecting Australia’s independent screen production sector. The group is urging policymakers to include a “fairness” requirement in screen regulation, either through a terms-of-trade model or by making it part of what qualifies as Australian content under domestic content rules.
The submission outlines three core principles that SPA believes should govern commissioning relationships: good faith negotiations, fair value for intellectual property, and greater transparency. Under SPA’s proposal, commissioners should allow reasonable timeframes, be willing to adjust terms for mutual benefit, and share data on viewership, audience reach and commercial performance. The organisation says this kind of transparency is needed to create a more balanced and accountable production environment.
While SPA acknowledges that the government has made progress on local content obligations for streaming services, it says those measures only address part of the problem. One of its biggest concerns is what it describes as “Offset Passthrough Arrangements,” where some streaming companies structure deals so they can effectively recover the value of the Producer Offset from producers. SPA says this reduces the real level of local content investment, with the mandated 10% spend potentially falling in practice to about 7% or 8%.
The submission also argues that tax incentives alone are not enough to fix structural market imbalances. SPA says regulation is needed not only for streaming platforms but also for government-owned broadcasters. The organisation represents more than 800 production businesses and says the independent sector generates over AUD3 billion in annual production activity.
SPA highlights the sharp decline in Australian children’s content as a major warning sign. It says new Australian children’s programming on commercial free-to-air television has fallen from 391 hours before deregulation to just 48 hours in 2024, while children’s drama has dropped from 98 hours to 10 hours. On streaming platforms, Australian children’s content accounts for less than 3% of all Australian content hours available across the five major SVOD services. The submission also notes that Australian films made up just 2.6% of the local box office in 2025.
At the same time, SPA says First Nations screen production is expanding, with the number of First Nations majority-owned businesses in its membership rising from 18 to 27 over four years. Its recommendations also include a review of export strategy, updated co-production agreements, and the fast passage of two Producer Offset reforms that have already been announced but not yet legislated. SPA says stronger policy settings could help drive a renewed era of Australian screen storytelling.
