Free TV report finds commercial television remains a powerful force for social cohesion – A new Deloitte Access Economics report says commercial free-to-air television remains a “shared civic space” for Australians. It brings communities together and contributes billions to the economy.
Shared experiences and trusted information
Free TV Australia released Towards a More United Nation: The economic and social benefits of commercial television at Parliament House on 15 September. The report considers commercial television’s role as media consumption becomes more fragmented.
For TV audiences, free-to-air television is more than a delivery platform for entertainment. It is a shared destination for Australian stories, sport, news and major national moments. This role is especially important in regional communities that rely on local television information.
The report found that 78 per cent of Australians believe commercial TV creates shared experiences in their communities. Eighty per cent say it provides reliable and trustworthy information. The report also found that 87 per cent of Australians trust commercial TV. That result is ahead of social media, generative-AI news content and most other news sources.
Economic contribution
Commercial television contributed $2.4 billion to GDP in 2024–25, according to the report. It also supported 15,600 full-time-equivalent jobs. Over the past decade, the sector invested $15.6 billion in Australian content.
Free TV Australia CEO Bridget Fair said the research put numbers around the industry’s cultural role.
“This report puts hard numbers behind something we’ve always known — free television is cultural infrastructure for this country,” Ms Fair said.
“It gives Australians shared stories, shared facts and shared values. But commercial television cannot be taken for granted. Its continued availability depends on decisive action now. Australia needs a policy framework that addresses competition failure in ad tech, protects Australian content from AI theft, and keeps access universal and free.”
Pressure on local media
Social-cohesion researcher Dr Rebecca Huntley contributed to the report and spoke at the launch. She said fragmented media use could weaken common reference points across communities.
“Commercial television continues to provide a unique ‘shared civic space’,” Dr Huntley said.
“It makes Australian stories, local responses and significant national events visible at scale. That gives Australians common points of reference across communities, generations and backgrounds.”
Free TV Australia said global digital platforms and AI are placing growing pressure on the sector. The impact is particularly acute in regional Australia. The organisation is calling for action on advertising technology, Australian-content protections and universal access to free television.
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