1. Creative Industries Webinar 1
March 2013

2. Australia - Opportunities for British Businesses
in the Creative Industries sectors
Joanna Olivera
Trade Development Manager, Creative Industries
Creative Industries Webinar 2
March 2013

3. Why Australia?
• You’ll feel at home immediately:
– Over 1,000 UK companies and more Brits than in any
other country
– Very similar business, legal and regulatory culture
• Best performing OECD country economically, with good
growth prospects
• Sophisticated, literate and multicultural market
• Strong Australian dollar making UK goods and services
more affordable
• Closely linked to fast growing Asia-Pacific nations
Creative Industries Webinar 3
March 2013

4. An Overview of Australia
• Australia is an island continent and the
world’s sixth largest country (7,682,300 sq
km).
• Estimated resident population is 22.3 million
• All states/territories have separate
governments, sitting under federal
government with regulations varying between
them
• Capital city – Canberra, ACT
• Largest and most populous cities are Sydney
& Melbourne
Creative Industries Webinar 4
March 2013

5. Creative Industries in Australia
• Creative sector in Australia worth AUD$31.1 billion a
year (2008 figures)
• A 2.8% contribution towards the national GDP in
2007-08
• Expected to grow at 3.4% over the next three years
• Long-term growth rates of 5.8% over the past 20
years, roughly twice that of the economy as a whole
• World’s 5th largest spenders on arts, entertainment
and media
Creative Industries Webinar 5
March 2013

6. Australia’s Creative Workforce
• Highly skilled and diverse
• 531,000 people in creative employment
• Constitutes 5.3% of the Australian workforce (2011
figures)
• Between 84-89% of creative industries workers are
employed in capital cities
– Mainly in Sydney, Melbourne and Brisbane
• 155,000 registered businesses, 60% of which are
sole trader enterprises.
Creative Industries Webinar 6
March 2013

7. Opportunities in the Creative Industries
• Australia is a net importer of creative content:
– Earns AU$1.7 billion a year in creative exports and pays AU$3.8 billion in creative
imports, leaving a trade deficit of AU$2.1 billion
• Key opportunities:
– Creative services: design, including product design (particularly residential & commercial
furniture, lighting, packaging and home accessories)
– Film and television production
– Publishing
• Emerging sectors within the Australian creative industries:
– The number of mobile internet subscribers in Australia is estimated to increase from
280,000 in 2009 to 3.5 million in 2014
– New opportunities in digital media and advertising and e-commerce
Creative Industries Webinar 7
March 2013

8. Opportunities in Creative Industries
DESIGN
• Particular areas of opportunity in product and packaging
design, mainly in the consumer goods sector
• Continued economic growth looking to increase demand
for marketing services.
DIGITAL MEDIA
• Australians rank sixth in the world in terms of total
number of internet users.
• In 2010/2011, 73% of Australian households used
broadband technology.
• Australian Government’s National Broadband Network
• Opportunity in the transference of print and broadcast
media to digital media
Creative Industries Webinar 8
March 2013

9. Opportunities in Creative Industries
FASHION
• AU$14 billion industry (according to Australian Department of
Foreign Affairs and Trade)
• Emphasis on high value, capital intensive and niche products
• Online fashion is also quickly gaining popularity with
Australian consumers who a strong appetite for foreign
brands.
E-COMMERCE
• Australians spent around £7 billion online in 2011
• Online sales grew 90% from 2010 to 2011
• Opportunities in sporting and outdoor goods, cosmetics and
beauty products, books, media and fashion
• Goods under $1,000 bought overseas do not attract 10%
GST
Creative Industries Webinar 9
March 2013

10. Opportunities in Creative Industries
MUSIC
• Digital recorded music market is estimated to increase from AU$83
million in 2009 to AU$281 million in 2014.
– Fastest growing digital recorded music market in the Asia
Pacific
• Digital music downloads account for an increasing share of recorded
music sales, shifting the way consumers purchase music
GAMING
• Most of Australia's computer games development industry is based
in Victoria, New South Wales and Queensland
• The industry is expected to grow at a rate of 4.1% in 2012.
• Annual Australian combined computer software and hardware sales
were estimated to be around AU$825 million.
Creative Industries Webinar 10
March 2013

11. Opportunities in Creative Industries
TV and FILM
• Australians spent AU$21.8 billion on entertainment and media in 2009.
• In 2011-12, industry revenue is estimated to increase by 3.1% to AU$2.33 billion
• Film and TV production opportunities for UK companies due to tax incentives and co-
production with Australian companies
• Online movie distribution is one of the fastest-growing creative markets in Australia
– Consumers spending an additional AU$49 million on filmed entertainment subscriptions
over the past four years
Creative Industries Webinar 11
March 2013

12. Opportunities in Creative Industries
PUBLISHING
• The total industry revenue – AU$8.2 billion
– Newspaper, magazine, books and printed
material publishing sector in 2011-12
• The level of industry concentration is very low
– Five largest firms in the industry accounting
for about 18% of industry revenue
• Revenue is expected to decrease in the traditional
publishing industry over the next five years
– Key growth is expected in the e-book market
and digital printing services
Creative Industries Webinar 12
March 2013

13. How can UKTI Australia help British companies?
• Find local contacts to help your business
grow, through our Overseas Market
Introduction Service (OMIS)
• Carry out in-depth research on the market
to your specifications
• Product launches and PR and marketing
support
• Help you attend trade fairs and missions
Creative Industries Webinar 13
March 2013

14. Keep in contact with UKTI Australia
Joanna Olivera • Ask questions at the end of this
Trade Development Manager webinar or
follow the conversation on LinkedIn
(Creative Industries, Fashion,
Giftware & Homewares) • Keep in touch with the latest
Australian business opportunities
Joanna.olivera@fco.gov.uk
• Follow us on twitter @uktiaustralia
Creative Industries Webinar 14
March 2013

15. Creative Industries Webinar 15
March 2013