New research released today by Music Australia shows while we love Australian music and want to hear more, our actual listening and attendance habits tell a different story.
Music Australia has today called for audiences to seek out Australian music, as it launched the final instalments in its Listening In series, a comprehensive, three-part investigation into live music attendance, music discovery and consumption in Australia.
The combined reports show a gap between audience sentiment and action. The research into discovery shows that while 71% of music-engaged audiences say they feel pride when they hear Australian music, and two in three (66%) say they want to hear more, the majority are not actively seeking it out. This echoes the findings of the first report on live attendance, which found audiences were more likely to turn up for international acts.
Director of Music Australia Millie Millgate said:
"Australian audiences are telling us they want more local music. If we want a thriving and sustainable music industry, then we all really need to seek out and support local artists. Through this research, Music Australia is working to build the evidence base to strengthen pathways for Australian artists, and ensure audiences can access, and celebrate, the music they love."
Key highlights from the Listening In series:
- Australians love local music and want to hear more: 71% of music-engaged audiences say they feel a sense of pride when they hear Australian music, and two in three (66%) say they want to hear more, but only one in three (33%) are actively seeking it out. Audiences would like to attend more live music, but many say they do not know where to find it.
- Streaming provides access to a world of music choices: 98% of music engaged audiences discover music on streaming services, but Australian artists aren't always front of mind, even among engaged audiences. More than half (51%) don't consider whether an artist is Australian when looking for music to listen to.
- Australians are engaging with international acts, both on stage and online: Streaming is the main way music- engaged audiences are finding music. Luminate data shows only 8% of the top 10,000 artists streamed in 2024 were Australian (56% were from the US). Similarly, live music audiences are prioritising big international acts.
- Radio still plays a role in discovery: One quarter of music-engaged audiences still listen to the radio to find new music (25%). Focus groups highlighted triple j – especially triple j Unearthed – as a key source for discovering emerging Australian artists.
- Appetite for dedicated Australian music platforms: 42% of music-engaged participants said they would pay for a dedicated Australian music streaming service – with the strongest demand coming from First Nations, regional and younger Australians.
The research includes insights from US-based music-tech strategist and researcher Cherie Hu, founder of Water and Music, which places the Australian data in an international context. In her essay, 'Australia's Paradox', she explores why Australian music is 'audible everywhere except at home'.
The latest research builds on the findings from the first report on live attendance, which showed strong demand for live music, despite cost-of-living pressures.
The Listening In research series has been delivered by the Creative Australia research team for Music Australia, in partnership with Untitled Group and The Daily Aus, and in collaboration with youth music organisation, The Push.
The findings will be discussed at an industry forum today being hosted by Music Australia to mark two years since the legislation that established Music Australia within Creative Australia.
