Update: November 27, 2025

Today the Australia Institute released a report analysing the data of the top 10,000 artists streamed in Australia from 2021-2024. The report is authored by former Spotify chief economist Will Page and forwarded by former Prime Minister Malcolm Turnbull.

The data shows a stark decline in both the number of Australian artists being streamed domestically (down 20%), and the amount of times they were streamed (down 30%). These figures reflect the data recently released by APRA AMCOS in their “Year In Review” report which revealed a 31% decline in local content consumption on streaming services between 2021 and 2025. In dollar value, that is $40million in lost revenue from Australian artists’ pockets.  

The AAM provided the following comment for the release of the report:

"Confidence breeds confidence in economics, but when a problem in the market is causing a decline at an exponentially faster rate, it cannot be ignored. There is a lot to be confident about when it comes to Australian music, which recent revenue and export data demonstrates. This proves that it’s not a quality problem and makes the domestic streaming decline even more striking. The numbers in this report reveal a clear market distortion, yet despite this disadvantage, Australian artists have proven yet again that when a door is closed, they will find a way in through the window. This approach, however, is expensive, resource-heavy, and for some Australian artists, is simply out of reach. If this disadvantage was overcome, it would even the playing field for more domestic artists to sustain careers, and it would protect our cultural sovereignty from disappearing altogether." 

By this problem being identified, we have an opportunity to properly treat and reverse this trend, so that the value of our homegrown music will be reflected domestically, as much as it is internationally.

So what does treatment look like? It’s holistic. The problem is structural, not individual, and so requires an ecosystem of approaches, including:

• The industry working collectively to acknowledge the decline

• Amplified government funding

• Continued and increased support of Music Australia and their initiatives.

• Improved radio quotas and conditions to improve Australian’s familiarity with local artists (the report shows algorithms favour familiar content).

• The growth of Michael’s Rule for more artist exposure to domestic audiences

And finally; it was recommended in the inquiry into the Australian live music industry (tabled in Parliament just yesterday), that the Australian Government should “work with music streaming services to increase the proportion of Australian content that algorithms or automated playlists generate for Australian users, and that if co-operation is not forthcoming that legislation be strongly considered to mandate and enforce higher proportions of Australian music on these services.”

We have just seen this precedent occur in the screen industry with the Government legislating local content requirements for video-on-demand platforms. It’s early days to know what this would look like for music streaming services and how effective it would be if it ever actually happens (including ensuring that domestic exposure does not affect international discoverability). One thing’s for sure though, that if this decline at home worsens, it threatens ALL local efforts to advance Australian music (ie those of DSPs, labels, media, all industry, etc). The future of Australian music is also at stake, with the data showing the “virtual disappearance” of up-and-coming artists being streamed.  

The recent Ausify campaign brings a lot of hope in changing this trajectory, the results of which will give us a great indication of what to do next.

For any further queries, please contact the AAM Executive Director Maggie Collins on maggie@aam.org.au.