New report confirms algorithms need to connect local artists
APRA AMCOS has welcomed the new report from the Australia Institute
Global streaming platforms and industry must work together to reverse alarming trend affecting English-speaking markets
Australia and Aotearoa New Zealand's largest music industry body APRA AMCOS has welcomed a new report from the Australia Institute confirming the rapid decline in Australian music consumption on streaming platforms, calling for urgent collaborative action from global platforms in partnership with industry.
The report, Reversing the Decline of Australian Music, corroborates findings from APRA AMCOS's recently released Year in Review, which identified a 31% reduction in local content consumption on streaming services between 2021 and 2025.
The report examines IFPI data showing a 30% decline in local artists' share of streaming consumption between 2021 and 2024—mirroring APRA AMCOS's recent findings. Australian artists' stream share fell from 12% to 8%, with the number of Australian artists in the top 10,000 most-streamed dropping from 932 to just 773.
"This isn't just an Australian problem, it's a failure affecting English-speaking markets globally, but we're experiencing the worst of it," says Dean Ormston, CEO of APRA AMCOS. "While European markets see local artists dominating their charts, and even small countries like Denmark enjoy 80% domestic content, Australia is going backwards."
The report highlights what it calls a "one-way valve dilemma": Australian consumers increasingly stream international content while domestic artists struggle to break through. This stands in stark contrast to non-English speaking markets, where streaming has strengthened local music ecosystems.
"This isn't about the quality of Australian music. It’s quite the opposite," adds Ormston. "Our recent annual report shows overseas revenue for Australian and New Zealand songwriters hit an all-time high of $98.8 million, up nearly 15% from last year. International live performance revenue more than doubled its share. Local artists are making their mark on the world stage, but Australians are finding it hard to discover this world-class talent in their own backyard."
Luminate data cited in Creative Australia's Listening In report similarly documented how Australian artists are making waves globally but experiencing historic lows in local listening, finding that only 8% of the top 10,000 artists streamed in 2024 were Australian, while 56% were from the US.
Crucially, if the 12% market share had held constant over the period, an additional US$40m would have flowed to Australian artists over just three years.
The report identifies a critical issue: the shift from human curation to algorithmic recommendation systems that recognise language but not nationality. While this benefits artists singing in languages other than English, it works against Australian, Canadian and UK artists who must compete against an avalanche of American superstars.
The trend extends beyond traditional streaming. APRA AMCOS data shows that on user-generated content and short-form video platforms, local content share decreased from 6.7% to 5.0% between 2023 and 2025—a 25% reduction.
"There are two clear opportunities here," says Ormston. "First, algorithms must recognise geography to ensure local audiences are exposed to great local music. Second, there's the heavy lifting of connecting with local audiences through local curation, that's celebrating the great talent in local markets, whether it's Sydney, Broome or Mt Isa. We need better working synergy between streaming, commercial and community radio.
"The data is undeniable. What we need is for global streaming platforms and industry to come together and find real ways to turn the tide so that local audiences get exposed to the amazing talent we have to offer.
"This is a shared challenge that requires a shared response. The platforms have the data, the technology, and the global reach. The industry has the expertise and the commitment to local artists. Together, we need to work out how to ensure that world-class local music gets heard in its own backyard.
"Without genuine collaboration and action, we risk losing an entire generation of Australian artists to this one-way valve. The time to act is now."
