Music Australia launches Ausify campaign to boost local streaming

Music Australia has launched the Ausify campaign to encourage citizens to support local music through deliberate streaming and sharing. The initiative aims to address a significant gap between public sentiment and actual listening habits.

Data from APRA AMCOS indicates that the share of Australian-made content in streaming audio has fallen to a record low of 8.5 percent, representing a 37 percent decline over the last four years. Projections suggest this figure could drop to 5 percent by 2030. Additionally, the number of Australian acts appearing in the 10,000 most-streamed acts in the country fell from 932 to 773 between 2021 and 2024.

While surveys show that 71 percent of Australians feel pride when hearing local music and two-thirds want to hear more, only 27 percent report streaming an Australian artist in the past 12 months. The campaign seeks to influence streaming algorithms that currently favor international artists, urging listeners to use the Ausify playlist to improve the discoverability of local talent.