Ausify Campaign Returns as Australian Music’s Streaming Share Hits New Low
Ausify has launched its second month-long campaign to make Australian music more visible, as its share of audio streams in Australia has fallen to 8.5%. The campaign argues that local music’s challenge is discovery and everyday listening habits, despite audiences expressing pride in Australian artists and a desire to hear more of them.
APRA AMCOS reported a 37.5% fall in local music’s streaming share over five years, from 13.6% in FY21; its chief executive warned it could reach about 5% within five years without intervention. A survey of 1,018 Australians found 84% associate an Australian song with a defining life moment, but only 27% had streamed an Australian artist in the past year. This year’s campaign encourages public displays of support, with artists including Ben Lee, Missy Higgins and Budjerah taking part.
In short
- Australian music accounts for 8.5% of audio streams in Australia.
- Ausify is urging fans to make their support more visible.
- Survey results suggest positive attitudes are not translating into listening.
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The case for
The campaign makes a case for helping Australian artists be discovered: local music’s streaming share has fallen sharply, even though many people value Australian songs and artists. Prompts that make local music more visible could help turn that goodwill into listening, supporting cultural expression and the future of the local music industry.
The case against
The figures show a decline, but do not by themselves establish that a campaign or other intervention will reverse it, or that listeners’ stated pride should outweigh their freedom to choose what they stream. Streaming habits may reflect preference, convenience or the range of music available, so advocates of intervention would need to show that their approach expands discovery without pressuring audiences or unfairly favouring local acts.
Explained simply
Music streaming services offer listeners large catalogues of songs, and the share of streams going to Australian artists is one measure of how often people choose local music. APRA AMCOS, the organisation that represents songwriters and music publishers in Australia, tracks this share and has warned it has fallen in recent years.
Ausify is a campaign aimed at making Australian music easier to notice and more likely to become part of people’s regular listening. It involves Australian artists, including Ben Lee, Missy Higgins and Budjerah, and focuses on the gap between people’s expressed affection for local songs and how often they stream them.
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