Australian Music in the Streaming Age: A Fight for Visibility

Australia’s music industry is facing significant challenges in the age of streaming, with a decline in the representation of local artists on major platforms. Despite an overall increase in revenue, a shrinking share is reaching Australian musicians, raising concerns about the long-term health of the nation’s cultural landscape.

The Algorithm Problem

A recent report by former Spotify chief economist Will Page revealed a concerning trend: the number of Australian artists streamed in Australia declined by 20% between 2021 and 2024. The number of times Australian bands were streamed domestically dropped by 30% over the same period [Australia Institute Report]. This decline isn’t due to a lack of talent, but rather a systemic issue with how streaming algorithms operate.

According to Page, streaming algorithms prioritize language over geography. This means Australian music isn’t being actively recommended to Australian audiences, effectively drowning out local artists in a sea of international content [Australia Institute Report].

Revenue Disparity

Even as revenue from Australian music increased by 25% between 2021 and 2024, the share of that revenue reaching local artists simultaneously shrunk by 30% [Australia Institute Report]. This disparity highlights a critical issue: increased revenue doesn’t necessarily translate to increased support for Australian musicians.

Spotify’s Response and Global Impact

Spotify has actively worked to address concerns about the visibility of Australian music, particularly in the face of the November 2025 report from The Australia Institute authored by Will Page [Musically.com]. The company has updated its ‘Australian Music Global Impact List,’ launched in July, ranking the top 50 tracks by local artists based on their international performance [Musically.com].

The list is currently topped by Sia’s collaboration with David Guetta, ‘Beautiful People,’ and includes tracks from Tame Impala, The Kid Laroi, Dom Dolla, Lithe, The Temper Trap, and Dean Lewis [Musically.com]. Spotify reports that streams of Australian artists outside of Australia have grown by 69% since 2020, with the United States, the United Kingdom, and Germany as key export markets, and South Africa, the Philippines, and Colombia showing the fastest growth [Musically.com].

The Necessitate for Investment

Former Prime Minister Malcolm Turnbull, in the foreword to the Australia Institute report, emphasized the importance of investing in Australian music, comparing it to investments in defense or technology [Australia Institute Report]. He argues that a vibrant domestic music culture requires greater investment in new, local artists. Turnbull stated that the streaming age shouldn’t erase national character, but amplify it [Australia Institute Report].

A discussion on reversing the decline of Australian music featuring Will Page and Morgan Harrington from the Australia Institute was recently held on the Follow the Money podcast [Spotify Podcast].