The way we discover music has fundamentally shifted. Gone are the days of religiously tuning into Rage or relying on beloved radio DJs to introduce us to the next big thing. Streaming services promised a world of musical possibility, but a growing concern is that this convenience comes at the cost of Australian artists getting heard. Recent data paints a stark picture: local content consumption on streaming platforms in Australia has plummeted by 31% in the last five years, now accounting for a mere 9.5% of all streams.
The Algorithm’s Australian Blind Spot
The issue isn’t a lack of desire for Australian music, according to Dean Ormston, CEO of APRA AMCOS, the organization representing Australian songwriters and composers. “We absolutely think it’s a problem with the algorithm,” he states. These algorithms, designed to cater to global tastes and often prioritizing mood-based playlists, inadvertently favor international artists, particularly those from English-speaking markets. The sheer volume of uploads – over 12 million tracks on Spotify alone – creates a crowded landscape where Australian artists struggle to break through the noise.
Eighty per cent of the royalties homegrown artists received through streaming in 2024 were from overseas listeners.
(Reuters: Dado Ruvic/Illustration/File Photo)
Beyond Streaming: A Wider Decline
The impact extends beyond streaming numbers. Australian representation in the ARIA charts, radio airplay, and even the iconic triple j Hottest 100 has been dwindling. The 2024 Hottest 100, for example, featured the lowest Australian content since 1996, with a significant portion dominated by US artists. While the 2025 countdown saw a resurgence of Australian music – largely attributed to a voter filtering option – the underlying trend remains a concern.
The Power Shift: Artist Control and Fragmentation
Ironically, the digital age has also empowered artists. Platforms like Spotify and Bandcamp allow musicians to bypass traditional gatekeepers – record labels and radio tastemakers – and connect directly with fans. Artist manager Sebastian James, representing acts like The Tullamarines and Teenage Joans, believes this is a positive development. “It’s all really in the artist’s hands at the moment because… all artists have that ability to tap into those algorithms themselves.”
However, this increased control comes with a new challenge: fragmentation. With streaming now the primary method of music discovery, artists must navigate a vast and competitive landscape. Adrian Eagle, an Adelaide-born R&B artist, describes the streaming world as a “beast,” noting that significant financial investment often fuels the success of top-streamed artists.
The Local Content Quota Debate: A Potential Solution?
The recent implementation of local content quotas for video streaming services in Australia has sparked debate about whether a similar approach could benefit the music industry. These quotas require platforms with over 1 million Australian subscribers to invest a minimum percentage of their program expenditure in local content.
Industry figures believe such a policy could provide crucial support for Australian artists. James suggests increased funding for content creation would be invaluable, while Eagle emphasizes the importance of platforms actively promoting Australian music.
Adrian Eagle says competing for streams can discourage young artists from pursuing music.
(Supplied: Sean McDonald)
Future Trends and What to Expect
Several trends are likely to shape the future of Australian music discovery:
- Increased Focus on Niche Communities: Artists will increasingly focus on building dedicated fan bases within specific online communities, rather than relying solely on algorithmic reach.
- The Rise of Independent Playlisting: Independent playlist curators, with a focus on genre or regional music, will gain influence as listeners seek alternatives to algorithm-driven recommendations.
- Hybrid Models: A blend of online and offline promotion – including live performances, community events, and collaborations with local businesses – will become essential for artists.
- Data-Driven Marketing: Artists will leverage data analytics to understand their audience, optimize their content, and target their marketing efforts more effectively.
The conversation around local content quotas is far from over. Expect continued pressure on streaming platforms to prioritize Australian artists and invest in the local music ecosystem. The success of the 2025 triple j Hottest 100, with its voter filtering option, demonstrates a clear appetite among listeners for Australian music when given the opportunity to actively seek it out.
FAQ: Australian Music and Streaming
- Why is Australian music underrepresented on streaming platforms?
- Algorithms prioritize global popularity and often favor content from larger markets like the US and UK.
- Can artists do anything to improve their visibility on streaming services?
- Yes, focusing on building a dedicated fan base, utilizing data analytics, and actively promoting their music across multiple channels are crucial.
- Will local content quotas help Australian artists?
- Many in the industry believe quotas could provide vital support by incentivizing platforms to invest in and promote local music.
The future of Australian music in the streaming era hinges on a collaborative effort – from artists embracing new strategies to platforms prioritizing local content and listeners actively seeking out homegrown talent.
What are your thoughts? Share your favorite Australian artists and how you discover new music in the comments below!
