TV, or not TV, that is the question

By the Editorial Team · Thursday, September 10, 2026

New Zealand viewers are increasingly turning back to traditional linear television, with audience numbers surpassing paid streaming services for the first time in five years. This shift is driven by decision fatigue from multiple streaming options, economic pressures, and a strong preference for locally produced content that fosters community connection.

In an era dominated by on-demand streaming services, a recent shift in viewer habits has seen audiences in New Zealand increasingly returning to traditional linear television. Despite access to multiple paid subscriptions, many viewers report feeling overwhelmed by the abundance of content choices, contributing to a resurgence in scheduled broadcast viewing.

The phenomenon was illustrated through a personal account of a viewer navigating six streaming platforms only to find themselves frustrated by decision fatigue and repetitive recommendations. The individual described rediscovering linear TV—a format characterized by fixed schedules and commercial breaks—as a surprising source of comfort and relief from constant selection pressure. Unlike streaming platforms where viewers can pause and choose what to watch at any moment, linear TV offers less control but a predictable and curated experience that some find welcome amid an excess of options.

According to a recent report from New Zealand’s public media organization NZ on Air, traditional broadcast television has, for the first time in five years, surpassed paid subscription streaming services in audience numbers. The report attributes this trend partly to economic factors influencing household spending, as well as the psychological strain of navigating an overwhelming variety of streaming choices. Cost of living increases have prompted some viewers to cut back on paid subscriptions, while others seek the simplicity of linear TV’s “lean-back” viewing style.

The report also highlights the importance of local content in attracting viewers. About 81% of respondents expressed appreciation for seeing familiar New Zealand faces on their television screens—something that international streaming platforms largely do not prioritize. This local relevance was echoed by viewers who praised shows like “Guy Montgomery’s Guy Mont-Spelling Bee,” “The Traitors Australia,” “Settling,” and programs featuring notable media personalities, which contributed to a sense of community and nostalgia.

Challenges remain for linear TV in maintaining viewer interest, especially when programming can repeat daily and cannot be paused at will. However, some audiences value the appointment-style nature of traditional TV, which can foster shared viewing experiences and reduce the stress of having to constantly decide what to watch.

While streaming remains an important part of many entertainment routines, the current climate suggests that viewers are increasingly balancing their consumption by integrating linear broadcasts into their media diet. This return to scheduled television may represent a temporary respite or a lasting adjustment, reflecting a desire for simplicity and familiarity amid an ever-expanding digital entertainment landscape.

This article was reported by synthesizing coverage from multiple independent news outlets to present a balanced, unbiased account. Read about our editorial standards. Spotted an error? Let us know.