Are Streaming Algorithms Drowning Out Australian Music?

Concerns are mounting that music streaming algorithms are disadvantaging Australian artists, hindering their visibility and impacting the vibrancy of the nation’s music industry. While streaming revenue is increasing, a growing body of evidence suggests that the benefits are not being equitably distributed, with local musicians struggling to compete with established international acts.

The Rise of Algorithmic Gatekeepers

The dominance of streaming platforms like Spotify, YouTube, Amazon Music, and Apple Music has fundamentally changed how people discover music. These platforms rely heavily on algorithms to curate personalized playlists, and recommendations. However, these algorithms are not neutral; they are designed to maximize user engagement, often prioritizing popular tracks and established artists.¹

Report Findings: A Declining Share for Australian Artists

A November 2025 report by The Australia Institute, authored by former Spotify chief economist Will Page, highlighted a concerning trend. The report found that between 2021 and 2024, the number of Australian artists streamed in Australia declined by 20%, and the number of times an Australian band was streamed fell by 30%.¹ Despite a 25% increase in overall revenue from Australian music during the same period, the share of that revenue going to local artists shrunk by 30%.¹

Geography vs. Language: A Key Disadvantage

Will Page explains that streaming algorithms are adept at recognizing language but largely ignore geographical location. This means Australian music is not typically recommended to Australian audiences, creating a significant disadvantage for local artists.¹ This issue isn’t unique to Australia; similar patterns have been observed in the UK market.²

Research Confirms Algorithmic Bias

Research commissioned by the Victorian Music Development Office and conducted in February 2025, analyzed 2.27 million music tracks across seven English-speaking countries, including Australia. The study found that AI-generated playlists heavily rely on global listening patterns, particularly those originating in the United States.² AI playlists draw from only a quarter as many unique tracks as editorial playlists, indicating a tendency towards concentration and a reduced likelihood of recommending local music.²

The “Rich Get Richer” Dynamic

The study too revealed that AI algorithms favor established artists, particularly those from dominant markets like the US. 77% of US tracks in the sample were produced by “established artists,” while only 22% of Australian tracks fell into the same category.² This creates a “rich get richer” dynamic, where already popular artists receive even more exposure, further disadvantaging emerging Australian talent.

Spotify’s Response and Global Impact List

Spotify has acknowledged concerns about the visibility of local music and has taken steps to address them. The company has updated its ‘Australian Music Global Impact List,’ ranking the top 50 tracks by local artists with the biggest global reach outside of Australia.⁴ Spotify reports that streams of Australian artists outside Australia have grown by 69% since 2020, with the US, UK, and Germany being key export markets.⁴

The Path Forward: Investment and Algorithmic Adjustments

Former Prime Minister Malcolm Turnbull argues that music is essential to Australia’s national character and deserves investment, similar to that allocated to defense or technology.¹ One potential solution is for Spotify to tailor its algorithms to actively promote less-established artists. However, the inner workings of these algorithms remain largely opaque.

The future of Australian music in the streaming era hinges on finding ways to level the playing field and ensure that local talent has a fair opportunity to reach audiences both at home and abroad.