Insights: Media consumption behaviours of multicultural and Aboriginal communities

• Multicultural audiences are diverse media users of both general population as well as multicultural media channels.  
• Social media, free-to-air TV and paid streaming services were the most widely used media channels, offering high reach across these audiences. Social media had the highest reach overall at 83%, particularly among younger adults, while paid streaming services attracted more intensive viewing.  
• There was a broad mix of social media platforms used by multicultural audiences, and their usage varied across age, gender, recency of migration and language preferences, which highlights some of the characteristics of their social media habits.
• Australian multicultural media is widely used, especially in print and radio. Most respondents relied on Australian-based media outlets, with overseas content playing a minor role. Overseas-origin content was more commonly consumed via television and news websites.  
• Community networks play a key role in information-sharing among respondents. The research found that interpersonal channels such as speaking with a representative at a community organisation or other community-based avenues enhanced understanding and engagement.
• Language access is a key priority. The research participants had a strong preference for receiving information both in-language and in simple plain English. Having both options available was preferred as it supported understanding for those with limited English language proficiency.

• Multicultural media refers to independent and other community specific channels and platforms that allow targeting specific communities. They offer a unique and trusted platform for delivering in-language content that enhances understanding and increases the effectiveness of messaging.
• Multicultural television and news websites play a key role in the information ecosystem for culturally and linguistically diverse audiences. These media channels provide in-language content that is easier to understand, and allow their audiences to share news and information in different languages, which means more people can get involved and stay informed.
• These media channels also make messages feel more personal and relevant. They include cultural stories and voices from the community, which helps people feel seen and heard. The information and messages don’t just get noticed, audiences can relate to them easily.

Qualitative research showed that people strongly preferred receiving NSW Government information in both plain English and their own language. Offering both options helped:

• people with limited English better understand key messages
• build trust by allowing individuals to cross-check information across languages; this is especially important when translation accuracy is a concern.

While many respondents were comfortable with English, the findings highlight the importance of providing translated materials to ensure messages are clear, accurate, and inclusive across diverse communities.

"During Covid-19 there was lots of medical jargon in the information... that's why sometimes I need to read the Chinese version."

Mandarin speaking participant

• Aboriginal and Torres Strait Islander peoples are diverse media users of both general population as well as First Nations owned or operated media channels. Social media, streaming services, and free-to-air TV were the most accessed.
• 78% of respondents reported using at least one First Nations media channel in the past four weeks. The most accessed contents were from:

• Media preferences varied by age and location, with younger audiences favouring digital platforms and older or regional audiences preferring traditional media.
• First Nations media were widely regarded as credible, communicating messages clearly, and easy to understand.
• 94% accessed the internet via smartphones, highlighting the need for mobile-friendly and accessible content in plain language, or in audio/video formats.

78% of respondents reported using at least one First Nations media channel in the past four weeks, with NITV and Koori Radio leading in popularity. The high consumption of First Nations media reflects how these channels often enhance authenticity, message clarity, and cultural understanding, and support strengths-based narratives that empower communities.

Usage of First Nations media was especially high in metropolitan areas and in regions with local First Nations radio stations, highlighting the importance of expanding access to these trusted sources for Aboriginal and Torres Strait Islander communities across NSW.

First Nations media also complements interpersonal networks (family, Elders, community leaders), which are key conduits for information. These networks amplify message reach and relevance, especially when supported by trusted media.

"It's important that it's a positive story, that makes our young fellas feel more empowered."

Aboriginal community member, Sydney

Interpersonal networks (family, friends, Elders, community organisations) were reported as key sources of trusted information. There is a strong need for timely and clear communication and information to be provided to these trusted sources.

Likewise, respondents showed strong preferences for face-to-face communication, such as through Elders, community organisations, or local events. This method was considered the most trusted and easiest to understand of the channels explored, so should be a key consideration when communicating with Aboriginal and Torres Strait Islander communities.