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Comprehensive independent research into the media behaviours, preferences and motivations of Māori in Aotearoa New Zealand lays down a challenge for funders, content creators and platforms in reaching 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 through both qualitative and quantitative studies* conducted by Weaving Insights and Verian between February and May this year.

Key findings include:
– 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
– 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.

NZ On Air’s Chief Executive Cameron Harland says the findings are consistent with the 2022 Youth audience study, which is not surprising given a third of Māori are under 25. “The strong use of global and social platforms, video games, and lower awareness of local content on local platforms is very similar to the youth audience trends. Making local content easier to find is the clear challenge.”

“Audiences enjoy local content when they come across it; this tells us that our content creators are hitting the mark there. We need to work together to ensure content is accessible and that audiences engage with it. And of course, from our perspective, we want to encourage and incentivise greater use of te reo Māori in local content,” says Larry Parr, Kaihautū of Te Māngai Pāho.

Both agencies agree working collaboratively to create great content that Māori audiences want to watch, and making it easier for them to discover, needs to be a focus.

While the agencies’ remits differ – Te Māngai Pāho’s is focused on promoting use of te reo Māori and Māori culture while NZ On Air’s is on reflecting NZ identity and culture including Māori language and culture – both believe collaboration and cooperation, including sharing insights and strategies is the way forward.

According to the 2023 Census Māori are a growing population. Māori make up one-fifth of the population, a 12.5 percent increase on the 2018 Census, and Māori are more than a decade younger than the total New Zealand population.

*The research involved focus groups with Māori aged from 15 yrs to 60+ yrs in urban and regional locations, alongside a nationwide phone and online survey of 704 Māori (15+). More on the methodology can be found in the full reports.

Quantitative report
Qualitative report
Combined findings
Infographic summary

Whakakatahia rātou – ngā hiahia me ngā manako o ngā apataki pāpāho Māori, e tipu nei

He wero ka whakatakotohia e te rangahau motuhake whānui nei e aro ana ki ngā waiaro arapāho, ki ngā mariu arapāho, ki ngā toitoi manawa arapāho hoki o ngā Māori i Aotearoa ki ngā kaituku pūtea, ki ngā kaiwaihanga kaupapa, ki ngā paepāho hoki, kia mau ai tēnei minenga.

He rangahau a Where Are The Māori Audiences? i kōmihanatia e Irirangi Te Motu | NZ On Air me Te Māngai Pāho, e ruku hohonu ana ki ngā mātaitanga* raraunga inekounga me ngā raraunga inerahi i tākina e Weaving Insights me Verian i waenganui i te Pepuere me te Mei o tēnei tau.

Ko ētahi o ngā hua matua:
– E pārekareka ana ki te Māori ngā kaupapa nō konei ake, e kitea ana ngā pānga ki a rātou anō, ā, he mea whakapoapoa rātou e te hangareka, e ngā kiripuaki motuhenga, e ngā kanohi kitea, e ngā wāhi e mōhiotia ana, e te ahurea Māori, e te hītori me ngā waiata nō konei tonu.
– Engari, he nui ake tā te nuinga toro ki ngā pae ā-ao, tēnā i ngā pae ā-motu, nō reira ka uaua ake te kitea o ēnei momo kaupapa.
– E tino rata ana ngā rangatahi Māori (15-24) ki ngā kēmu ātea me te pae pāpāho pāpori.
– Mā te kōrero ā-ngutu kau me te pae pāpāho pāpori e mōhiotia ai ngā kaupapa Māori.
– E hiahia ana te nuinga o te Māori, tae atu ki te hunga matatau ki te reo, ki ngā kaupapa pāpāho e māmā ana te rere o te reo kōrero ki te reo Māori
– E mōhiotia ana ko Whakaata Māori te kāinga mō ngā kaupapa mā te Māori, mō te Māori, heoi, e kore te whakaaro e toko ake ki te 25% (ko te nuinga kāore e matatau ana ki te reo Māori) ki te toro ki reira.

Hei tā te Tumu Whakarae o Irirangi te Motu, hei tā Cameron Harland, e hāngai ana ēnei hua ki tā ērā i kitea i te rangahau i te minenga Rangatahi i te tau 2022, ā, ehara i te mea e ohorere ana, ināhoki, ko te hautoru o te Māori kei raro iho i te 25. “Ko te nui o te toro ki ngā paepāho me ngā pae pāpāho pāpori ā-ao, ngā kēmu ātea, me te kūare ki ngā kaupapa ā-motu i ngā pae pāho ā-motu, e tino hāngai ana ki ngā ia o te minenga rangatahi. Ko te wero nui ko te whakangāwari ake te kitenga o ngā kaupapa ā-motu.”

“Ka kitea ana ngā kaupapa nō konei, ka pārekareka ki te kaimātakitaki; he tohu tērā ki a mātou e tutuki ana i ō tātou kaiwaihanga kaupapa ā rātou mahi. Me mahi ngātahi mātou kia ngāwari ake ai te torohanga ki ngā kaupapa, ā, kia mātakihia ai e te minenga. Ka mutu, i tō mātou tirohanga, e hiahia ana mātou ki te akiaki, ki te whakapoapoa kia nui ake te whakamahinga o te reo Māori i ngā kaupapa ā-motu,” tā Larry Parr, Kaihautū o Te Māngai Pāho.

E whakaae ngātahi ana ngā umanga he aronga matua te mahi tahi ki te waihanga i ngā kaupapa kounga e hiahia ai te minenga Māori ki te mātakitaki, e māmā ake ai hoki tā rātou kite ake.

Ahakoa e rerekē ana ngā ture tuku pūtea o ngā umanga e rua – Ko te aronga o Te Māngai Pāho ko te whakatairanga i te whakamahinga o te reo Māori me te ahurea Māori, ā, ko te aronga o NZ on Air ko te whakaatu i te tuakiri me te ahurea o Aotearoa, waihoki te reo Māori me te ahurea Māori – e whakapono ana rāua tahi mā te mahi tahi me te mahi pāhekoheko, tae atu ki te toha i ngā mōhiotanga me ngā rautaki, te ara whakamua.

Hei tā te Tatauranga 2023, e tipu ana te taupori Māori. He haurima te Māori o te taupori ā-motu, he pikinga tērā mā te 12.5% nō te Tatauranga 2018, ā, neke atu i te tekau tau te rangatahi ake o te Māori i te taupori whānui o Aotearoa.

*He rangahau i ngā rōpū Māori whāiti 15 tau te pakeke ki te 60+ tau te pakeke, i ngā tāone, i te tuawhenua hoki, i ngātahi ki te ruri ā-waea, ā-ipurangi hoki i te 704 Māori (15+). He kōrero tāpiri mō te tukanga i ngā rīpoata whānui.

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