Ausify Campaign Returns as Australian Music’s Streaming Share Hits New Low
Ben Lee, Missy Higgins and Budjerah are among the artists backing the month-long push, which asks fans to make their support for local music public.
The Ausify campaign, aimed at boosting Australian music's popularity within the country, launched its second year on November 2nd amid concerning statistics. According to APRA AMCOS's Year in Review, local music's share in audio streamed in Australia has dropped to 8.5%, down from 13.6% in 2021 — a 37.5% decline over five years. If left unchecked, this could plummet to around 5% within a decade.
Dean Ormston, CEO of the rights body, has warned of further drops. On user-generated platforms, Australian music only accounts for 3.6% of streams. A separate study by the Australia Institute revealed Australian artists' share of the top 10,000 streamed acts had fallen from 12% to 8% between 2021 and 2024.
The campaign frames the issue as one of discovery, not demand. A Pureprofile survey of 1,018 Australians found 84% associate a defining life moment with an Australian song, yet only 27% streamed local artists in the last year. Despite feeling pride in local music (71%), connection (62%), and rating it as good as international music (66%), listening habits remain low.
The campaign encourages "Public Displays of Ausify," from social posts to singing in public. Seven Australian artists participated in a karaoke version of "Love Is in the Air" to kick off the month-long campaign. Ben Lee, an ambassador for Ausify, stated the goal this year is to "be loud and proud" about Australian music. He urged everyone to show their love for local music in any way they prefer.
The campaign runs alongside APRA AMCOS's policy advocacy for a federal live music tax incentive and minimum Australian music requirements for platforms.
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