Landmark report reveals $135 million windfall from Queensland-shot drama Apples Never Fall
A landmark report has laid bare the economic power of Queensland’s screen sector, revealing that a single Gold Coast-filmed TV series generated $4.20 for every taxpayer dollar invested.
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A landmark report has laid bare the economic power of Queensland’s screen sector, revealing that a single Gold Coast-filmed television series generated $135 million for the national economy, and delivered a fourfold return on taxpayer investment.
The Economic Impact of Apples Never Fall in Australia report — commissioned by the Motion Picture Association (MPA) and the Australia-New Zealand Screen Association (ANZSA) and conducted by Oxford Economics — finds that every $1 invested in the series generated $4.20 for Australia’s GDP, demonstrating that major screen productions can deliver some of the strongest economic returns on taxpayer investment in the state.
It is the first time the economic impact of a major international television production filmed on Queensland soil has been comprehensively quantified, providing a rare and detailed look at how global screen projects supercharge local industries far beyond the entertainment sector.
The blockbuster series, produced by Heyday Television with local services from Matchbox Pictures, filmed across Brisbane and the Gold Coast between March and December 2023. Backed by NBCUniversal, it premiered internationally on Peacock and aired locally on Foxtel and Binge.
While filming, the production injected $81.9 million directly into the economy, including $41.8 million to local businesses and $40 million in wages for Australian cast and crew.
The project supported more than 1,100 direct jobs and an estimated 1,700 full-time and part-time roles overall, with flow-on benefits rippling through tourism, hospitality, real estate and retail sectors.
Launching the report at Parliament House, Arts Minister John-Paul Langbroek said the findings should remove any doubt about the strategic value of investing in screen projects.
“Our incentives enable Queensland’s talented screen practitioners to build sustainable careers working on the best international series,” Mr Langbroek said. “This report makes it clear — the return on investment is real, and it’s substantial.”
Screen Queensland CEO Jacqui Feeney echoed the call, saying the results proved screen production should be seen as a critical pillar of the state’s future economic strategy.
“Supporting the screen sector is not just a cultural decision — it’s a smart, measurable economic decision,” Ms Feeney said.
Small businesses have been among the biggest winners.
Gold Coast-based post-production company Myriad Studios expanded its workforce during the production, with CEO Duncan Jones calling projects like Apples Never Fall “vital” for business growth.
“They allow us to hire more people, invest in new technology, and compete at an international level,” Mr Jones said.
CEO of Ausfilm, Kate Marks, said the data validated what the industry has long believed.
“These productions don’t just tell stories, they build skilled workforces, strengthen supply chains, and deliver sustained benefits across the economy,” Ms Marks said.
Beyond the immediate $81.9 million spend, the report found wages earned by production workers and suppliers generated a further $58.4 million in GDP through household spending, highlighting how far the impact extends beyond film sets.
Apples Never Fall joins a growing list of major international series filmed in Queensland, including Young Rock, La Brea, Joe vs. Carole and Irreverent, which have collectively delivered more than $300 million to the state’s economy since 2021.
Recent productions such as Bear Country, Anaconda, Voltron, and Runner — all currently filming or recently wrapped in Queensland — are expected to continue driving strong economic outcomes for the state’s screen sector throughout 2025.
BY THE NUMBERS: APPLES NEVER FALL ECONOMIC IMPACT
$135 million: Total contribution to Australia’s GDP from Apples Never Fall production (2023–24).
$81.9 million: Total local production spending during filming.
$41.8 million: Spent with Australian suppliers of goods and services.
$40 million: Paid in wages to Australian cast and crew.
$4.20: Economic return generated for every $1 of taxpayer support.
1,700 jobs: Full-time and part-time jobs supported nationwide during production.
$58.4 million: Additional GDP generated through flow-on household spending.
1,100+: Number of full-time and part-time workers directly employed.
300+: Number of Queensland-based businesses engaged.
Major filming locations: Brisbane, Gold Coast (Village Roadshow Studios and surrounding areas).
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