Australia’s Losing Battle with Digital Media Giants – Time to Fight Back

For over a decade, Australia has attempted to rein in offshore media and technology companies, particularly US digital giants like Google, Meta, Netflix, and Amazon. Despite various regulatory efforts—including the News Media Bargaining Code, digital services taxes, and Australian content quotas—the Australian government has consistently failed to curb their dominance. Meanwhile, these companies continue to extract billions in advertising, streaming, and digital service revenue, paying minimal tax and reinvesting little in local industries. As the US has adopted increasingly aggressive trade and protectionist policies, there is little downside in Australia retaliating with stronger measures. In fact, standing up to US tech firms could earn Australia more respect in global trade negotiations. This report analyses past attempts, why they failed, and what next steps Australia must take to protect its media landscape, digital economy, and national sovereignty.