Australian media is being taken over by 'Bondi Hipsters'

You’re in a box within a box within a box… Think outside those boxes. Picture: Bondi Hipsters

Australia’s media industry is suffering from a lack of diversity.

The Bondi Hipster characters in the video comedy series created by the Van Vuuren Brothers are alive, living in Sydney’s eastern suburbs and working in the media, according to analysis by PwC.

The latest annual Australian Entertainment and Media Outlook report includes geospatial economic modelling to identify who epitomises an entertainment and media industry employee in Australia.

The vast majority in the entertainment and media industry (82.7%) are aged about 27.

More than one third (37%) live in Sydney and of those 24% are in the eastern suburbs or the inner west. The second highest concentration is in Melbourne, where media types congregate around St Kilda and Richmond.

In radio, the homogeneity of on-air talent is even more pronounced, with 75% male, white and over 35.

“It turns out the Van Vuuren Brothers’ Bondi Hipster characters are alive and well in media,” says Megan Brownlow, editor of PwC’s Australian Entertainment and Media Outlook.

“The average employee in our media and entertainment sector is 27, male, Caucasian and lives in Sydney’s Eastern suburbs or the Inner West.

“Similar to the world we see depicted by media, entertainment and media businesses do not reflect an Australia that’s becoming more diverse by the day. It’s a case of chicken and egg and means the industry is not as well equipped for growth as it should be.

“Studies have shown diversity improves business outcomes. To move the dial in the entertainment and media industry greater focus needs to be placed on tackling unconscious bias and similarity attraction in recruitment.”

Here’s an example of the Bondi Hipster characters:

PwC’s 15th annual Australian Entertainment & Media Outlook shows that growth in consumer and advertising spending in the sector grew by 7.6% in 2015, compared to 3.3% in 2014. The sector grew by 6% globally and 7.4% in Asia Pacific.

The Australian entertainment and media market is forecast to grow to $47.4 billion by 2020, a compound annual growth rate of 4.1%.

Consumer spending on entertainment and media products is forecast to grow at a compound annual growth rate of 3.7% to $28.7 billion by 2020.

Advertising spending will reach $18.7 billion by 2020, a compound annual growth rate of 4.7%, and mobile advertising will account for 41% of the total internet advertising market by 2020.

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