Ausify Campaign Launches Amid Sharp Decline in Australian Music Streaming Share The Ausify campaign returns to boost local visibility as streaming data reveals a significant drop in Australian music consumption despite strong public pride. The Ausify campaign launched its second year on Monday, November 2, addressing a critical downturn in domestic music consumption. This launch occurs against a worsening statistical backdrop where local music now accounts for just 8.5 percent of all audio streamed in Australia. The initiative aims to reverse this trend through increased public visibility and advocacy. Streaming Share Plummets Over Five YearsRecent data from the rights body, released in October, recorded a 37.5 percent decline in local content streaming share over a five-year period. The share dropped significantly from 13.6 percent in the fiscal year 2021 to its current low level. Dean Ormston, the chief executive of the rights body, has issued a stark warning regarding this trajectory. He stated that without immediate intervention, the market share could fall to approximately 5 percent within the next five years.The situation is even more dire on user-generated content platforms. On these specific digital channels, the Australian music share sits at an even lower 3.6 percent. This indicates that algorithmic recommendations and platform designs heavily favor international content over domestic artists. The disparity highlights a structural issue within the digital music ecosystem that affects artist revenue and exposure.Public Pride Fails to Translate to StreamsA separate analysis published by the Australia Institute last year provides further context using data from the International Federation of the Phonographic Industry. The study found that Australian artists share of the 10,000 most-streamed acts in Australia fell from 12 percent to 8 percent between 2021 and 2024. Consequently, the number of Australian acts on that prestigious list dropped from 932 to 773 during the same period.The campaign frames this crisis as a problem of discovery rather than a lack of demand among consumers. A nationally representative survey of 1,018 Australians, conducted by Pureprofile for Music Australia in October, revealed strong emotional connections to local music. Eighty-four percent of respondents say a defining life moment brings an Australian song to mind, and two-thirds could name the song.Despite these positive feelings, only 27 percent say they have streamed an Australian artist in the past 12 months. Earlier research in Music Australia's Listening In series found 71 percent feel pride hearing local music and 62 percent feel a connection to it. Furthermore, 66 percent rated local music as good as international music and expressed a desire for more of it.Campaign Shifts Focus to Public VisibilityThe campaign notes that these positive attitudes are not translating into listening, sharing, attendance, and advocacy. This disconnect is attributed to availability issues, discoverability challenges, and default listener behaviors. These behaviors are often influenced by streaming algorithms and dwarfed by artists from larger English-speaking markets. The current landscape makes it difficult for local talent to break through the noise.While last year's campaign asked listeners to Ausify their algorithms, this year's pitch focuses on visibility. Ausify is calling for Public Displays of Ausify, encouraging actions from social posts and tour merch to singing along in public. The month-long run launched with seven Australian artists performing a karaoke version of Love Is in the Air. Artists backing the campaign include Ben Lee, Fanny Lumsden, Astrid Jorgensen, aleksiah, Ayesha Madon, and Becca Hatch.Additional supporters include Budjerah, Conor Jacob Smith of Midnight Til Morning, Georgia Maq, ISHAN, Missy Higgins, Nooky, Ruel, and Vv Pete. Ben Lee, serving as an ambassador for the campaign, explained that the goal has shifted from convincing people of quality to encouraging pride. He stated that everyone already knows that Aussie music is incredible, so the focus is now on being loud and proud about the music we listen to.Policy Pushes and International Revenue GrowthAusify is run by Music Australia, the contemporary music body within Creative Australia. The original campaign launched in 2025 during Ausmusic Month with Thelma Plum, Keli Holiday, G Flip, and Ben Lee among its first backers. The campaign runs alongside APRA AMCOS's policy push for a federal live music tax incentive. APRA AMCOS is also advocating for minimum Australian music requirements across streaming platforms.Despite the domestic challenges, Australian music continues to perform strongly in overseas markets. APRA's international revenue topped 100 million dollars for the first time in the fiscal year 2026. Total group international revenue reached 107.3 million dollars, highlighting the global appeal of Australian songwriting and production. This success abroad contrasts sharply with the shrinking domestic market share, underscoring the urgency of the Ausify initiative.