Ausify Campaign Returns as Australian Music Streaming Share Hits Record Low

The Ausify campaign has officially launched its second year to combat a steep decline in Australian music streaming. The month-long initiative, which began on November 2, encourages Australians to engage in Public Displays of Ausify to make their support for homegrown artists more visible. The campaign kicked off with seven Australian artists performing a karaoke rendition of John Paul Young's classic Love Is In The Air.

Throughout November, artists and fans will be encouraged to share their own Public Displays of Ausify to turn individual acts into a nationwide celebration. The campaign is spearheaded by Music Australia, a dedicated body within Creative Australia. Artists backing the effort include Ben Lee, Fanny Lumsden, Missy Higgins, Ruel, Budjerah, Ayesha Madon, Becca Hatch, Georgia Maq, Nooky, Astrid Jorgensen, aleksiah, ISHAN, Conor Jacob Smith of Midnight Til Morning, and Vv Pete.

Streaming crisis deepens

New industry data reveals a deepening crisis for Australian music on streaming platforms. According to APRA AMCOS's latest Year in Review, Australian-made music now accounts for just 8.5% of all audio streaming in Australia. This is a new record low, representing a 37.5% decline over five years from a share of 13.6% in the 2021 financial year.

Further analysis using IFPI data shows the number of Australian acts represented in the list of the 10,000 most-streamed artists globally dropped from 932 to 773 between 2021 and 2024. Their overall share of that list fell from 12% to 8% in the same period. Australians are streaming local music 31% less than they were five years ago. On user-generated content platforms, the share for Australian music sits at just 3.6%.

Without intervention, the situation is projected to worsen. Rights body CEO Dean Ormston warned the share could fall to about 5% within five years. By 2030, the audience for Australian-made content is expected to plummet to just 5%.

Community pride and awareness

Research highlights a significant gap between national pride in local music and actual listening habits. A nationally representative survey of 1,018 Australians by Music Australia found that 84% associate a defining moment in their lives with an Australian song, and two-thirds could name the specific track. Earlier research found 71% of Australians feel proud when they hear local music, 62% feel a connection to it and rate it as good as international music, and 66% want to hear more of it.

Despite this strong emotional connection, a stark disconnect remains with streaming behavior. Just 27% of respondents said they had streamed an Australian artist in the previous 12 months.

Call to action through visibility

The Ausify campaign frames the problem as one of discoverability rather than demand. It calls for Public Displays of Ausify, from buying and wearing artist merchandise and posting about bands on social media to singing along to local tracks in public. The campaign aims to bridge the gap between loving and listening to Australian music.

Artist and campaign backer Ben Lee stated that the challenge is not convincing Australians that their homegrown musicians are worth celebrating, but encouraging them to make that appreciation more visible. He described Australian music as some of the best in the world, punching above its weight for international success and cultural influence. Lee called on everyone to join him in showing their love for Australian music in whatever way they like, from telling a friend to playing a favourite local track loudly.

The campaign runs alongside APRA AMCOS's policy push advocating for a federal live music tax incentive and minimum Australian music requirements across platforms. This policy context arrives as APRA's international revenue topped $100 million for the first time, with total group international revenue reaching $107.3 million.

Australian artists face increasing challenges around discoverability, streaming algorithms, and competition from larger overseas markets. Throughout November, artists and fans will be encouraged to share their own Public Displays of Ausify to turn individual acts into a nationwide celebration.