The way Kiwis enjoy entertainment is clearly changing. The days of being tied to a traditional telly schedule, or “appointment viewing,” are fading fast. This is being replaced by a powerful demand for on-demand, digital access. This fundamental shift is happening across the board, from video streaming to online gaming, as New Zealanders demand more choice, convenience, and control over their leisure time. It is no longer a passive experience; it is an active one, curated by the user.
This pattern of explosive digital growth is now impossible to ignore in the subscription TV market. Recent data shows that Amazon Prime Video, for example, has seen its viewership in New Zealand skyrocket by an incredible 166.3% over the last four years. This is not a random spike. It is the result of a deliberate and effective strategy. The success is driven by the huge popularity of exclusive, star-studded shows like Falloutand The Boys, which create a “must-have” factor. Also, Amazon cleverly bundles its video service with other perks like free shipping, making the subscription feel like a utility rather than just another media cost.
This digital-first preference is obvious in the rise of online gaming too. The iGaming sector has seen huge growth as users look for engaging and accessible entertainment from home. A massive part of this trend is the popularity of online pokies in New Zealand. These platforms are a hit because they offer exactly what the modern user wants: a massive variety of game types and themes, better bonus offers that provide more value, and the pure convenience of playing on a phone or laptop. This ability to access a full world of entertainment instantly, without leaving the house, is a powerful driver.
This massive leap has made it one of the fastest-growing services in the country, second only to Disney+ in raw growth. Amazon’s success is part of a “digital rush” in a highly competitive market. While Netflix is still the clear market leader, the intense competition is a win for consumers. This “streaming war” forces all platforms to constantly invest in new, compelling content and unique features. This behaviour aligns with broader digital trends in New Zealand, which show a highly connected population with high levels of internet and mobile penetration, empowering users to seek out the content they want, when they want it.
Ultimately, these trends show that Kiwis are actively curating their own entertainment feeds. They are mixing and matching services to fit their specific interests, whether that’s streaming a blockbuster series, enjoying a podcast, or playing a quick game. This move to online-first entertainment is well-documented. The latest NZ On Air “Where are the Audiences?” report clearly shows that Kiwis, especially younger ones, are spending more time on digital devices than ever before.
They are creating their own unique media diets from a vast menu of online options. This signals a permanent shift away from passive, linear broadcasting and toward a highly personalized, fragmented, and interactive media environment.
