Where are the Māori Audiences?
A recent independent study was undertaken that asked the pātai: where are the Māori audiences?
It uncovers media behaviours, preferences and motivations of Māori. Now the findings lay down a challenge for funders, media, content creators, and communicators to reach these audiences.
Commissioned by Irirangi Te Motu | NZ On Air and Te Māngai Pāho, the research “Where Are The Māori Audiences?” takes a deep dive into qualitative and quantitative studies conducted by Weaving Insights and Verian between February and May this year. The research will inform the two funding agencies' strategies and decisions around creating content that appeals to and engages Māori.
At Māia, Māori audiences are often front-of-mind when developing strategies. Insights like these ensure we can best communicate with Māori and amplify our clients’ kaupapa.
NZ On Air present the following as key findings of the research:
Māori enjoy local content, finding it relatable, and are attracted by humour, authentic characters, familiar faces and places, Māori culture, history, and Kiwi music
But more spend time on global platforms than local so discovering this content is less likely
Rangatahi Māori (15-24) are big on video games and social media
Word of mouth and social media are the ways Māori discover content
Most Māori, even fluent speakers of te reo, prefer media content with simple conversations in te reo Māori rather than full te reo Māori
Whakaata Māori is recognised as the home for content for and about Māori although 25% (primarily those with low te reo Māori fluency) don’t think of going there.
See more findings in the infographic below and read the full individual reports here: https://www.nzonair.govt.nz/research/where-are-the-maori-audiences-and-what-are-they-consuming/
