Ausify returns streaming share hits new low
The Call to Volume: How Australia is Fighting for the Sound of Home
In a landscape increasingly dominated by global streams, a quiet revolution is underway in Australia—a determined effort to ensure the nation’s vibrant music doesn’t fade into the background noise. The national campaign Ausify is leading the charge, pushing for greater visibility and demanding that Australian music finally gets the spotlight it deserves at home.
The urgency of the mission is stark when you look at the statistics. Currently, local music accounts for a mere 8.5% of all audio streamed across Australia. This figure reflects a worrying trend: over the past five years, the share of local content has plummeted by 37.5%, falling from 13.6% in fiscal year 2021. Experts warn that without immediate intervention, this share could drop even lower, potentially down to just 5% in the coming years.
Beyond streaming platforms, the challenge is rooted in discovery. While Australians clearly love local sounds—with 84% citing a defining life moment that brings an Australian song to mind—this positive attitude isn’t translating into listening. Only 27% have streamed an Australian artist in the last year, highlighting a critical gap between feeling a connection and actually engaging with the music.
The campaign frames this challenge not as a lack of demand, but a problem of discoverability. Despite widespread pride—with 71% feeling pride, 62% feeling a connection, and 66% wanting more—the current system often leaves Australian artists dwarfed by international competition and streaming algorithms.
So, how do you change the equation? The Ausify campaign has pivoted its focus from simply asking listeners to “Ausify” their algorithms last year to calling for “Public Displays of Ausify.” This year’s rallying cry is about making the love for local music visible in the real world—through social media posts, tour merchandise, and singing along in public spaces.
The effort is a vibrant, grassroots movement. It recently kicked off a month-long run featuring seven Australian artists performing a karaoke version of “Love Is in the Air,” backed by names like Ben Lee, Fanny Lumsden, and Astrid Jorgensen. This initiative demonstrates that the goal isn’t just about numbers; it’s about advocacy and action.
Ambassador Ben Lee noted that the focus has shifted. “This year isn’t about convincing people that Aussie music is incredible — everyone already knows that,” he stated. “It’s about being loud and proud about the music we listen to and love.”
Running alongside this creative push, the campaign is engaging in policy work, advocating for larger structural changes, including pushing for a federal live music tax incentive and minimum Australian music requirements across major streaming platforms. This holistic approach aims to address the problem from the algorithm to the incentive.
While the focus is firmly on growing the domestic scene, it is worth remembering that Australian music continues to thrive internationally. APRA’s international revenue topped $100 million for the first time in fiscal year 2026, proving that the sound of Australia has global appeal, and the next step is ensuring that the sound of home gets heard louder everywhere.
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