Australia is a sophisticated, literate and multicultural market with extensive traditional ties to the UK and strong links to Asia. There are unique opportunities for UK companies as Australia is a net importer of creative content.
The main opportunity areas within the creative industries are creative services such as design, film and television production, e-publishing and the digital music market.
The Creative Industries economy in Australia delivered a gross industry product of AU$31.1 billion, making a 2.8% contribution towards the national GDP in 2007-08. The Creative Industries economy is expected to grow at a rate of 3.4% over the next three years.
Between 84-89% of the Australian creative workforce is employed in capital cities, namely Sydney, Melbourne and Brisbane and in 2010-11, 73% of Australian households used broadband technology.
The Australian Federal Government is currently implementing the National Broadband Network, a high-speed broadband network which aims to connect all Australians in both regional and urban areas. This will increase the amount of broadband consumers as well as the level of usage per capita.
The Australian digital music market is one of the largest areas of growth and is anticipated to grow at an annualised 27.6% over the next five years through to 2017-18 to total AU$281 million. Digital music downloads account for an increasing share of music sales, shifting the way Australians purchase music items, from whole albums to single tracks
Australians are avid cinema-goers – the fourth highest per capita in the world and spent AU$21.8 billion on entertainment and media in 2009. Online movie distribution is one of the fastest growing creative markets in Australia.
The computer game development industry grew by 4.1% in 2012 and is expected to continue to experience growth over the coming years.
Fashion in Australia is a AU$14 billion industry. With increased emphasis on high value, capital intensive and niche products, and less on labour intensive, standardised products.
Online shopping is a rapidly developing trend in Australia with more customers turning to the internet in search of bargains and variety.
Revenue is expected to decrease in the traditional publishing industry over the next five years, although growth is expected in the e-book market.
There are many opportunities in product design; particularly residential and commercial furniture, lighting, packaging and home accessories.
Getting into the market
When looking at the Australian market, businesses are advised to consider the internet as a primary method of connecting with customers. Australians rank sixth in the world in terms of the total number of internet users. The Australian Federal Government is currently implementing the National Broadband Network, a high-speed broadband network which aims to connect all Australians in both regional and urban areas. This will increase the amount of broadband consumers as well as the level of usage per capita.
There are also great opportunities in the transference of print and broadcast media to digital media. There are several trade shows and conferences relating to the various Creative Industries sectors around Australia with increasing events in design related trade exhibitions and festivals, as well as music conferences. The Queensland University of Technology recently opened a ‘Creative Industries’ Faculty which offers courses and undertakes research on Australia’s creative economy.
Market intelligence is critical when doing business overseas, and UKTI can provide bespoke market research and support during overseas visits though our chargeable Overseas Market Introduction Service (OMIS).
To commission research or for general advice about the market, get in touch with our specialists in country – or contact your local international trade team.
Joanna Olivera, Trade Development Manager
Tel: +61 2 8247 2212
Brooke Silvers, Trade Development Officer
Tel: +61 2 8247 2241
Email: : firstname.lastname@example.org
UKTI runs a range of events for exporters, including seminars in the UK, trade missions to overseas markets and support for attendance at overseas trade shows.