From blockbuster films and booming video games to influential design and groundbreaking creative tech, New Zealand's creative industries are not just making waves – they are a powerful NZ$16.2 billion economic engine, contributing a significant 3.4% to the nation's GDP in 2022.
Key Takeaways
- In 2022, New Zealand's creative industries contributed NZ$16.2 billion to GDP, representing 3.4% of the total economy
- The screen sector alone added NZ$3.8 billion to GDP in 2022 through direct and indirect effects
- Advertising and marketing services generated NZ$2.1 billion in value added to the economy in 2021
- New Zealand creative industries employed 143,000 full-time equivalent workers in 2022, representing 5.2% of total employment
- Screen production sector employed 28,500 FTEs in 2022, up 12% from 2021
- Advertising and marketing had 22,000 employees in 2021
- New Zealand creative exports reached NZ$10.8 billion in 2022, growing 8% year-on-year
- Screen content exports totalled NZ$1.5 billion in 2022, led by high-end TV
- Music exports generated NZ$52 million in 2021
- Film industry screen sector exports NZ$2.9 billion in 2022, accounting for 27% of total creative exports
- Music recording industry revenue NZ$65.4 million in 2022, with 120 million streams
- Advertising market spend NZ$2.45 billion in 2022, digital 62% share
- Creative industries grew 4.2% annually from 2018-2022, outpacing economy at 2.1%
- Government funding via Creative NZ NZ$70 million in 2022, up 10%
- Private investment in screen sector NZ$450 million venture capital 2022
New Zealand's creative industries are a significant and growing economic force.
Economic Contribution
- In 2022, New Zealand's creative industries contributed NZ$16.2 billion to GDP, representing 3.4% of the total economy
- The screen sector alone added NZ$3.8 billion to GDP in 2022 through direct and indirect effects
- Advertising and marketing services generated NZ$2.1 billion in value added to the economy in 2021
- Design disciplines contributed NZ$4.5 billion to GDP in 2020, up 5% from previous year
- Music and performing arts sectors added NZ$1.2 billion to national GDP in 2022
- Publishing industry value added reached NZ$1.8 billion, accounting for 0.4% of GDP in 2021
- Interactive media and gaming contributed NZ$2.3 billion to GDP in 2022
- Overall creative industries multiplier effect generated NZ$5.4 billion in indirect GDP in 2021
- Visual arts and crafts added NZ$850 million to GDP through retail and exports in 2020
- Architecture services contributed NZ$1.9 billion in economic value in 2022
- Creative industries paid NZ$12.5 billion in total wages and salaries in 2022
- Tax revenue from creative sector reached NZ$4.1 billion including GST in 2021
- Household income supported by creative industries totalled NZ$9.8 billion in 2020
- Creative tech subsector added NZ$3.2 billion to GDP growth since 2019
- Film production economic impact was NZ$3.3 billion in international spend in 2022
- Advertising revenue grew to NZ$2.4 billion, contributing 0.5% GDP in 2022
- Graphic design value added NZ$1.1 billion to economy in 2021
- Total creative industries GVA was NZ$15.7 billion in 2021
- Museums and galleries generated NZ$450 million economic impact in 2022
- Fashion design sector contributed NZ$1.4 billion to GDP in 2020
- Software creative content added NZ$2.8 billion GVA in 2022
- Performing arts box office revenue NZ$320 million pre-COVID baseline 2019
- Creative industries supported 2.8% of total business turnover at NZ$22 billion in 2021
- Photography services value added NZ$650 million in 2022
- Writing and editing professions contributed NZ$750 million GVA in 2021
- Creative industries R&D spend was NZ$1.2 billion in 2022
- Total asset value in creative businesses reached NZ$45 billion in 2021
- Screen industry induced NZ$1.9 billion in supply chain spending 2022
- Digital content creation GVA NZ$2.6 billion, 0.55% GDP in 2022
- Creative tourism economic impact NZ$3.1 billion visitor spend 2019
Economic Contribution Interpretation
Far from being mere decoration, New Zealand's creative industries are, in fact, a formidable and multi-billion dollar economic engine, proving that culture is not a luxury but a serious piece of business.
Employment
- New Zealand creative industries employed 143,000 full-time equivalent workers in 2022, representing 5.2% of total employment
- Screen production sector employed 28,500 FTEs in 2022, up 12% from 2021
- Advertising and marketing had 22,000 employees in 2021
- Design professionals numbered 35,400 in 2022, contributing to 24% of creative jobs
- Music industry employed 12,100 FTEs in 2022, including live events staff
- Publishing sector had 9,800 workers in 2021
- Interactive gaming and apps employed 8,200 in 2022
- Visual arts practitioners totalled 15,300 in 2020
- Architecture firms employed 7,500 in 2022
- Freelance creatives made up 32% of total creative workforce at 45,800 in 2021
- Women comprised 48% of creative industries employees in 2022
- Māori represented 8.5% of creative workforce in 2021
- Youth under 30 held 28% of creative jobs in 2022
- Average creative industry wage was NZ$72,500 annually in 2022, 15% above national average
- Film crew positions grew to 18,200 in high-end productions 2022
- Graphic designers numbered 12,400 in 2021
- Museums employed 4,200 FTEs in 2022
- Fashion industry creative roles totalled 9,100 in 2020
- Software creatives 14,500 in 2022
- Performing arts had 6,800 professional performers in 2019
- Photographers and videographers 5,200 employed in 2022
- Writers and authors 3,900 full-time in 2021
- Creative education roles 11,200 in tertiary sector 2022
- Regional creative employment Auckland 52% of total at 74,000 in 2021
- Apprenticeships in creative trades 1,200 active in 2022
- Screen VFX artists 4,500 in 2022
- Digital marketers 18,300 in creative agencies 2022
- Creative industries new jobs created 12,500 between 2020-2022
Employment Interpretation
New Zealand's creative sector, employing over 140,000 souls, proves that while our national identity is proudly forged in the great outdoors, a significant and growing portion of it is now also skillfully crafted in studios, on screens, and through the quiet, determined clicks of freelancers who make up nearly a third of this vibrant and surprisingly well-paid workforce.
Exports
- New Zealand creative exports reached NZ$10.8 billion in 2022, growing 8% year-on-year
- Screen content exports totalled NZ$1.5 billion in 2022, led by high-end TV
- Music exports generated NZ$52 million in 2021
- Design services exports hit NZ$1.2 billion in 2022
- Software and digital content exports NZ$4.3 billion in 2021
- Advertising creative exports NZ$450 million to Australia and US in 2022
- Fashion and textiles exports from creative design NZ$120 million in 2020
- Publishing digital exports NZ$280 million in 2022
- Visual arts exports reached NZ$95 million in 2021
- Gaming industry exports NZ$550 million in revenue 2022
- Architecture international projects exports NZ$320 million fees 2022
- Top export market US 35% of creative exports at NZ$3.8 billion 2022
- Australia took 22% of NZ creative exports NZ$2.4 billion in 2021
- China creative imports from NZ NZ$890 million in digital content 2022
- EU markets absorbed NZ$1.1 billion creative services 2022
- Film royalties and residuals exported NZ$210 million 2021
- Streaming rights sales NZ$420 million for NZ content 2022
- Graphic design freelance exports NZ$180 million 2022
- Photography stock exports NZ$45 million 2021
- Writing commissions international NZ$32 million 2022
- Creative tech IP licensing NZ$1.8 billion 2022
- Performing arts tours export earnings NZ$28 million pre-2020
- Total creative trade surplus NZ$2.7 billion in 2022
- Merchandise from creative brands exported NZ$650 million 2021
- VFX services exports NZ$380 million 2022
- Top 10 creative export firms generated 45% of total at NZ$4.9 billion 2022
- Film sector 14% of total creative exports NZ$1.5 billion 2022
Exports Interpretation
While our cultural might is still famously forged in Middle-earth, New Zealand's creative economy is now a diverse and booming exporter, quietly earning its keep from Hollywood VFX and sleek software to chart-topping music and innovative design, proving that our storytelling prowess extends far beyond the silver screen.
Growth and Investment
- Creative industries grew 4.2% annually from 2018-2022, outpacing economy at 2.1%
- Government funding via Creative NZ NZ$70 million in 2022, up 10%
- Private investment in screen sector NZ$450 million venture capital 2022
- R&D investment in creative tech NZ$950 million 2022
- Number of creative startups 2,800 registered growth 15% 2021-2022
- Export growth rate 9.5% for creative services 2022
- Digital content production up 22% post-COVID to 2022
- Music streaming growth 28% to 1.8 billion plays 2022
- Design sector business starts 450 new firms 2022
- Gaming revenue growth 18% to NZ$620 million 2022
- FDI into creative industries NZ$1.2 billion 2021-2022
- Patent filings creative tech 1,450 in 2022, up 12%
- Training enrolments creative courses 28,000 students 2022
- E-commerce creative sales growth 35% to NZ$1.4 billion 2022
- Sustainability initiatives 65% creative firms adopted green practices 2022
- AI adoption in creative 42% firms investing 2022
- Regional creative hubs 25 established funding NZ$15 million 2022
- Women-led creative businesses growth 16% to 1,200 in 2022
- Māori creative enterprises 420 firms revenue up 11% 2022
- Post-production capacity expanded 25% 2020-2022
- Crowdfunding creative projects NZ$12 million raised 2022
- International co-productions 35 deals NZ$180 million value 2022
- Creative NZ grants 4,200 awards totalling NZ$45 million 2022
- Sector innovation index creative 7.8/10 highest in economy 2022
- Business survival rate creative startups 78% after 3 years 2022 data
- Online creative platforms users 2.1 million NZ 2022 growth 20%
Growth and Investment Interpretation
While New Zealand's creative industries are busy outpacing the broader economy with a vibrant, export-driven, and innovative surge—bolstered by smart funding, digital growth, and a welcome focus on diversity and sustainability—it's clear the nation's imagination is not just flourishing but becoming a serious economic powerhouse.
Sector-Specific
- Film industry screen sector exports NZ$2.9 billion in 2022, accounting for 27% of total creative exports
- Music recording industry revenue NZ$65.4 million in 2022, with 120 million streams
- Advertising market spend NZ$2.45 billion in 2022, digital 62% share
- Graphic design firms 4,200 businesses employing 12,400 in 2021
- Video game developers 140 studios producing 50 titles annually 2022
- Book publishing output 5,200 titles in 2021
- Fashion exports 1,200 designers contributing to NZ$2.1 billion apparel 2020
- Architecture projects 12,500 completions valued NZ$18 billion 2022
- Visual arts sales NZ$112 million at galleries in 2021
- Performing arts attendances 4.2 million tickets sold 2019
- Photography industry 2,800 businesses revenue NZ$720 million 2022
- Writing sector 2,100 professional authors books sold 1.8 million 2021
- Museums 450 institutions 3.5 million visitors 2022
- Interactive media apps 450 NZ-developed downloads 120 million 2022
- TV production 180 hours high-end exported 2022
- Live music events 8,500 performances attendance 2.1 million 2022
- Digital advertising programmatic spend NZ$850 million 2022
- Interior design projects 3,200 commercial revenue NZ$450 million 2021
- Animation studios 65 firms 1,200 artists output 200 minutes 2022
- Theatre productions 450 shows nationwide 2022
- Jewellery craft exports 450 artisans NZ$35 million 2021
- Podcast production 1,200 NZ shows 15 million downloads 2022
Sector-Specific Interpretation
While film is leading the box office at NZ$2.9 billion, a creative undercard—from 120 million game downloads to architects shaping NZ$18 billion in projects—proves our cultural output isn't just a blockbuster story but a thriving ensemble cast of industries.
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