Commercial television continues to play a major role in Australia’s social cohesion, democratic life and economy despite growing competition from digital platforms, according to new research from Deloitte Access Economics.

The report, Towards a More United Nation: The economic and social benefits of commercial television, found 78 per cent of Australians believe commercial TV creates shared experiences across communities, while 80 per cent say it provides reliable and trustworthy information.

Commercial television was trusted by 87 per cent of Australians, placing it ahead of social media, generative AI news content and most other sources examined in the research.

The report also estimated commercial television contributed A$2.4 billion to Australian GDP in 2024-25 and supported 15,600 full-time equivalent jobs across the economy.

Over the past decade, the sector has invested A$15.6 billion in Australian content, including local news, entertainment and sport.

Free TV Australia CEO Bridget Fair said the findings reinforced the role of free-to-air television as part of Australia’s cultural and civic infrastructure.

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The organisation is calling for policy changes addressing competition in digital advertising, protection of Australian content from unauthorised AI use and continued universal access to free television.

Social cohesion researcher Dr Rebecca Huntley, who contributed to the report, said commercial television still provides a shared civic space at a time when audiences are becoming more fragmented.

She said local stories, major national events and community information give Australians common reference points across different regions, generations and backgrounds.

The pressure is particularly significant in regional Australia, where commercial television can remain an important source of local news and emergency information.

Featured photo by Kevin Woblick