Whakaata Māori has today released the 2025 Social Value Report, confirming its significant and wide-reaching contribution to revitalising te reo Māori, tikanga Māori, and Māori identity across Aotearoa.

The independent analysis estimates more than $114 million in social value was generated during 2023/24 — more than double the organisation’s annual operating budget.

The report demonstrates the tangible cultural and social outcomes delivered through kaupapa Māori media — including increased reo use in homes, stronger identity and confidence, and wider understanding of te ao Māori across the country.

“This report confirms what many of us know from experience — kaupapa Māori media has the power to transform not just Māori lives, but the fabric of Aotearoa,” said Shane Taurima, Kaihautū of Whakaata Māori.

“Whakaata Māori is helping normalise te reo, strengthen whānau identity, and create real value across generations.”

Commissioned as part of the long-term commitment of Whakaata Māori to impact measurement, the 2025 Social Value Report was independently developed by Social Ventures Australia (SVA) Consulting.

SVA is a recognised leader in social impact measurement across Aotearoa and Australia, working alongside community, philanthropic, and public sector partners.

“Our kaupapa has always been about more than broadcasting,” said Mr Taurima

“This report puts numbers around what we see every day — tamariki using more reo, whānau growing in pride and confidence, and kaihoe (staff) feeling empowered to lead. It’s a strong case for long-term investment in kaupapa Māori media as a public good.”

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Key Insights

• $114.2 million in social value created

• 2.5M+ annual TV viewers | 4.8M+ digital users | 172M+ social media impressions

• 78% of Māori viewers feel more connected to their identity

• 69% of parents say their tamariki use more reo and tikanga at home

• 66% of non-Māori viewers report greater understanding of te ao Māori

• 82% of active reo learners say their proficiency improved

• 89% of kaihoe surveyed feel empowered to support revitalisation

The findings directly align with the goals of Te Whare o te Reo Mauriora, supporting both the Maihi Māori and Maihi Karauna, and contributing to broader Māori-Crown aspirations for intergenerational wellbeing, language survival, and cultural strength.

Download the full report: whakaatamaori.co.nz/socialvalue

Tono Pāpāho:

Erana Karauti

Tumu Whakapā

Head of Comms & Engagement

Whakaata Māori

Īmēra: erana.karauti@whakaatamaori.co.nz

Wāea: 022-4702-402

KA MUTU

Mō Whakaata Māori

Whakaata Māori is Aotearoa New Zealand’s national indigenous media organisation, dedicated to revitalising and empowering te reo Māori, culture, and identity through storytelling.  Guided by the vision, kia mauriora te reo — a future where te reo Māori is spoken everywhere, every day — Whakaata Māori fosters an environment where the language and its cultural heritage can thrive across television, digital and social platforms.

For 21 years, Whakaata Māori has delivered some of Aotearoa New Zealand’s most cherished content, connecting audiences with stories that celebrate and uplift te reo Māori and Māori culture.

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