New Zealand’s creative industries added NZ$16.2 billion to GDP in 2022, a sizeable 3.4% of the whole economy, and the growth has been steady at 4.2% a year since 2018. Yet the mix is the surprise, with screen alone contributing NZ$3.8 billion and creative exports reaching NZ$10.8 billion, while advertising, design, and music each pull their weight in very different ways.
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
- 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
- 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
New Zealand’s creative industries grew faster than the overall economy, adding $16.2b to GDP in 2022.
Related reading
01 · Category
Economic Contribution30 stats
01
In 2022, New Zealand's creative industries contributed NZ$16.2 billion to GDP, representing 3.4% of the total economy
02
The screen sector alone added NZ$3.8 billion to GDP in 2022 through direct and indirect effects
03
Advertising and marketing services generated NZ$2.1 billion in value added to the economy in 2021
04
Design disciplines contributed NZ$4.5 billion to GDP in 2020, up 5% from previous year
05
Music and performing arts sectors added NZ$1.2 billion to national GDP in 2022
06
Publishing industry value added reached NZ$1.8 billion, accounting for 0.4% of GDP in 2021
07
Interactive media and gaming contributed NZ$2.3 billion to GDP in 2022
08
Overall creative industries multiplier effect generated NZ$5.4 billion in indirect GDP in 2021
09
Visual arts and crafts added NZ$850 million to GDP through retail and exports in 2020
10
Architecture services contributed NZ$1.9 billion in economic value in 2022
11
Creative industries paid NZ$12.5 billion in total wages and salaries in 2022
12
Tax revenue from creative sector reached NZ$4.1 billion including GST in 2021
13
Household income supported by creative industries totalled NZ$9.8 billion in 2020
14
Creative tech subsector added NZ$3.2 billion to GDP growth since 2019
15
Film production economic impact was NZ$3.3 billion in international spend in 2022
16
Advertising revenue grew to NZ$2.4 billion, contributing 0.5% GDP in 2022
17
Graphic design value added NZ$1.1 billion to economy in 2021
18
Total creative industries GVA was NZ$15.7 billion in 2021
19
Museums and galleries generated NZ$450 million economic impact in 2022
20
Fashion design sector contributed NZ$1.4 billion to GDP in 2020
21
Software creative content added NZ$2.8 billion GVA in 2022
22
Performing arts box office revenue NZ$320 million pre-COVID baseline 2019
23
Creative industries supported 2.8% of total business turnover at NZ$22 billion in 2021
24
Photography services value added NZ$650 million in 2022
25
Writing and editing professions contributed NZ$750 million GVA in 2021
26
Creative industries R&D spend was NZ$1.2 billion in 2022
27
Total asset value in creative businesses reached NZ$45 billion in 2021
28
Screen industry induced NZ$1.9 billion in supply chain spending 2022
29
Digital content creation GVA NZ$2.6 billion, 0.55% GDP in 2022
30
Creative tourism economic impact NZ$3.1 billion visitor spend 2019
Interpretation
Economic Contribution Interpretation
In the economic contribution category, New Zealand’s creative industries generated NZ$16.2 billion in GDP in 2022, with key sub sectors like screen adding NZ$3.8 billion and design reaching NZ$4.5 billion in 2020 showing how strongly creativity translates into measurable value for the wider economy.
02 · Category
Employment28 stats
01
New Zealand creative industries employed 143,000 full-time equivalent workers in 2022, representing 5.2% of total employment
02
Screen production sector employed 28,500 FTEs in 2022, up 12% from 2021
03
Advertising and marketing had 22,000 employees in 2021
04
Design professionals numbered 35,400 in 2022, contributing to 24% of creative jobs
05
Music industry employed 12,100 FTEs in 2022, including live events staff
06
Publishing sector had 9,800 workers in 2021
07
Interactive gaming and apps employed 8,200 in 2022
08
Visual arts practitioners totalled 15,300 in 2020
09
Architecture firms employed 7,500 in 2022
10
Freelance creatives made up 32% of total creative workforce at 45,800 in 2021
11
Women comprised 48% of creative industries employees in 2022
12
Māori represented 8.5% of creative workforce in 2021
13
Youth under 30 held 28% of creative jobs in 2022
14
Average creative industry wage was NZ$72,500annually in 2022, 15% above national average
15
Film crew positions grew to 18,200 in high-end productions 2022
16
Graphic designers numbered 12,400 in 2021
17
Museums employed 4,200 FTEs in 2022
18
Fashion industry creative roles totalled 9,100 in 2020
19
Software creatives 14,500 in 2022
20
Performing arts had 6,800 professional performers in 2019
21
Photographers and videographers 5,200 employed in 2022
22
Writers and authors 3,900 full-time in 2021
23
Creative education roles 11,200 in tertiary sector 2022
24
Regional creative employment Auckland 52% of total at 74,000 in 2021
25
Apprenticeships in creative trades 1,200 active in 2022
26
Screen VFX artists 4,500 in 2022
27
Digital marketers 18,300 in creative agencies 2022
28
Creative industries new jobs created 12,500 between 2020-2022
Interpretation
Employment Interpretation
In the Employment picture for New Zealand’s creative industries, 143,000 full time equivalent jobs in 2022 accounted for 5.2% of total employment and the screen production sector added momentum with 28,500 FTEs, a 12% increase from 2021.
03 · Category
Exports27 stats
01
New Zealand creative exports reached NZ$10.8 billion in 2022, growing 8% year-on-year
02
Screen content exports totalled NZ$1.5 billion in 2022, led by high-end TV
03
Music exports generated NZ$52 million in 2021
04
Design services exports hit NZ$1.2 billion in 2022
05
Software and digital content exports NZ$4.3 billion in 2021
06
Advertising creative exports NZ$450 million to Australia and US in 2022
07
Fashion and textiles exports from creative design NZ$120 million in 2020
08
Publishing digital exports NZ$280 million in 2022
09
Visual arts exports reached NZ$95 million in 2021
10
Gaming industry exports NZ$550 million in revenue 2022
11
Architecture international projects exports NZ$320 million fees 2022
12
Top export market US 35% of creative exports at NZ$3.8 billion 2022
13
Australia took 22% of NZ creative exports NZ$2.4 billion in 2021
14
China creative imports from NZ NZ$890 million in digital content 2022
15
EU markets absorbed NZ$1.1 billion creative services 2022
16
Film royalties and residuals exported NZ$210 million 2021
17
Streaming rights sales NZ$420 million for NZ content 2022
18
Graphic design freelance exports NZ$180 million 2022
19
Photography stock exports NZ$45 million 2021
20
Writing commissions international NZ$32 million 2022
21
Creative tech IP licensing NZ$1.8 billion 2022
22
Performing arts tours export earnings NZ$28 million pre-2020
23
Total creative trade surplus NZ$2.7 billion in 2022
24
Merchandise from creative brands exported NZ$650 million 2021
25
VFX services exports NZ$380 million 2022
26
Top 10 creative export firms generated 45% of total at NZ$4.9 billion 2022
27
Film sector 14% of total creative exports NZ$1.5 billion 2022
Interpretation
Exports Interpretation
Under the exports lens, New Zealand’s creative industries hit NZ$10.8 billion in 2022 with 8% year-on-year growth, showing strong momentum that includes NZ$1.5 billion in screen content exports and NZ$1.2 billion from design services.
More related reading
04 · Category
Growth And Investment26 stats
01
Creative industries grew 4.2% annually from 2018-2022, outpacing economy at 2.1%
02
Government funding via Creative NZ NZ$70 million in 2022, up 10%
03
Private investment in screen sector NZ$450 million venture capital 2022
04
R&D investment in creative tech NZ$950 million 2022
05
Number of creative startups 2,800 registered growth 15% 2021-2022
06
Export growth rate 9.5% for creative services 2022
07
Digital content production up 22% post-COVID to 2022
08
Music streaming growth 28% to 1.8 billion plays 2022
09
Design sector business starts 450 new firms 2022
10
Gaming revenue growth 18% to NZ$620 million 2022
11
FDI into creative industries NZ$1.2 billion 2021-2022
12
Patent filings creative tech 1,450 in 2022, up 12%
13
Training enrolments creative courses 28,000 students 2022
14
E-commerce creative sales growth 35% to NZ$1.4 billion 2022
15
Sustainability initiatives 65% creative firms adopted green practices 2022
16
AI adoption in creative 42% firms investing 2022
17
Regional creative hubs 25 established funding NZ$15 million 2022
18
Women-led creative businesses growth 16% to 1,200 in 2022
19
Māori creative enterprises 420 firms revenue up 11% 2022
20
Post-production capacity expanded 25% 2020-2022
21
Crowdfunding creative projects NZ$12 million raised 2022
22
International co-productions 35 deals NZ$180 million value 2022
23
Creative NZ grants 4,200 awards totalling NZ$45 million 2022
24
Sector innovation index creative 7.8/10 highest in economy 2022
25
Business survival rate creative startups 78% after 3 years 2022 data
26
Online creative platforms users 2.1 million NZ 2022 growth 20%
Interpretation
Growth And Investment Interpretation
Under the Growth and Investment lens, New Zealand’s creative industries are expanding faster than the wider economy with 4.2% annual growth from 2018 to 2022 while Creative NZ boosted funding to NZ$70 million in 2022 and screen private investment reached NZ$450 million, supported by growing startups and export gains.
05 · Category
Sector Specific22 stats
01
Film industry screen sector exports NZ$2.9 billion in 2022, accounting for 27% of total creative exports
02
Music recording industry revenue NZ$65.4 million in 2022, with 120 million streams
03
Advertising market spend NZ$2.45 billion in 2022, digital 62% share
04
Graphic design firms 4,200 businesses employing 12,400 in 2021
05
Video game developers 140 studios producing 50 titles annually 2022
06
Book publishing output 5,200 titles in 2021
07
Fashion exports 1,200 designers contributing to NZ$2.1 billion apparel 2020
08
Architecture projects 12,500 completions valued NZ$18 billion 2022
09
Visual arts sales NZ$112 million at galleries in 2021
10
Performing arts attendances 4.2 million tickets sold 2019
11
Photography industry 2,800 businesses revenue NZ$720 million 2022
12
Writing sector 2,100 professional authors books sold 1.8 million 2021
13
Museums 450 institutions 3.5 million visitors 2022
14
Interactive media apps 450 NZ-developed downloads 120 million 2022
15
TV production 180 hours high-end exported 2022
16
Live music events 8,500 performances attendance 2.1 million 2022
17
Digital advertising programmatic spend NZ$850 million 2022
18
Interior design projects 3,200 commercial revenue NZ$450 million 2021
19
Animation studios 65 firms 1,200 artists output 200 minutes 2022
20
Theatre productions 450 shows nationwide 2022
21
Jewellery craft exports 450 artisans NZ$35 million 2021
22
Podcast production 1,200 NZ shows 15 million downloads 2022
Interpretation
Sector Specific Interpretation
Within the sector specific view of New Zealand’s creative industries, film screen sector exports of NZ$2.9 billion in 2022, representing 27% of creative exports, underscore how a few high value sectors like film and advertising are driving outsized export and demand compared with smaller but active areas such as graphic design, game development, and book publishing.
report visual · Comparison
New Zealand creative industries: GDP impact vs share of the economy
Creative industries contribute a substantial portion of GDP, combining large output with a measurable economy-wide share.
The screen sector alone added NZ$3.8 billion to GDP in 2022 through direct and indirect effects$3.8 billion
Advertising and marketing services generated NZ$2.1 billion in value added to the economy in 2021
$2.1 billion
In 2022, New Zealand's creative industries contributed NZ$16.2 billion to GDP, representing 3.4% of the total economy
3.4%
Reference
Cite This Report
This report is designed to be cited. We maintain stable URLs and versioned verification dates. Copy the format appropriate for your publication below.
APA
Diana Reeves. (2026, February 13). New Zealand Creative Industry Statistics. Gitnux. https://gitnux.org/new-zealand-creative-industry-statistics
MLA
Diana Reeves. "New Zealand Creative Industry Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/new-zealand-creative-industry-statistics.
Chicago
Diana Reeves. 2026. "New Zealand Creative Industry Statistics." Gitnux. https://gitnux.org/new-zealand-creative-industry-statistics.
Sources & references
32 datasets cited across this report · attribution is report-level
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nzono.co.nzstats.govt.nznzte.govt.nz
infometrics.co.nz
nzia.co.nzadvertising.org.nz
museums.co.nz
nzfashionweek.co.nzict.org.nzartsaccess.org.nznzipp.org.nz
spada.orgtia.govt.nz
nzfashioncouncil.orgtec.govt.nz
interactiveadvertisingbureau.co.nz
recordedmusicnz.co.nz
nzfashionexport.compublishers.org.nz
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animationnz.com
theatre.co.nz
craftnz.org
radionz.co.nziponz.govt.nztepuapua.org.nz
pledgeme.co.nz