For today’s children, the online world is not a destination, it’s the backdrop to everyday life. Screens are constant companions, platforms blend into one another, and choice feels limitless. The internet has become an always-on playground where children learn, explore,connect, and express who they are.
Amid this rapid change, NZ On Air and Te Māngai Pāho needed clarity. What are New Zealand kids actually watching? How do they navigate this boundless world of content? And crucially,what helps or hinders their engagement with New Zealand stories and te reo Māori content?
These questions matter not only for content funders and broadcasters but also for policymakers, creators, and parents trying to keep pace.
To answer them, we knew we needed both scale and depth, evidence that could map the national landscape while also revealing the motivations and tensions shaping children’s everyday media lives.
A human‑centred, mixed-methods design
We brought together Verian’s strengths in quantitative measurement and qualitative discovery to build a layered, human‑centred view of children’s media behaviour.
1. Discovery: Going inside real homes
We began with an in‑depth qualitative phase designed to uncover the why behind the what. This involved:
These visits revealed more than habits. They revealed dynamics: How siblings influence content choices, how tech rich even lower income homes have become, and how parental rules differ not just between households but sometimes between parents.
2. National measurement: A robust survey of New Zealand families
Insights from the discovery phase shaped a nationwide online survey of over 1,000 children and caregivers, capturing:
This quantitative layer ensured we understood not only what behaviours existed, but how they scaled across the country.
Importantly, this component built on the long‑established ‘Where Are The Audiences?’ study, which provides a benchmark that allows meaningful comparison with broader New Zealand audiences and provides a rich time series.
A new generation that doesn’t just consume; they create, curate, and critique.
Perhaps the most striking shift lies in how ‘alpha generation’ kids interact with media. They’re not passive viewers. They curate playlists, remix content, follow creators, produce their own videos, and develop strong opinions about what they watch. This demands an ecosystem that keeps up – supporting discovery, cultural relevance, and meaningful connection.
A developmental lens on children’s media journeys.
Our work revealed four distinct stages of media engagement as children grow, each with different needs,influences, and opportunities. These stages help NZ On Air and Te Māngai Pāho understand how and where local content can naturally show up in children's lives, from early caregiver guided viewing to identity driven choices in the tween years.
Evidence‑backed direction for a shifting ecosystem.
Robust measurement illuminated the platforms, formats, and moments where New Zealand kids spend their time,offering critical intelligence for ensuring New Zealand stories remain visible and valued in an increasingly globalised media landscape.