Music is important to the majority of Australians, while younger fans are still likely to prioritise spending money on tickets despite feeling less financially secure, according to a new report.
The findings are part of the newly published ‘Listening In: Insights on Live Music Attendance’ report from Creative Australia and Music Australia. It is the first in a series of three reports assessing how Australians discover and consume live music.
Additional ‘Listening In’ reports will be published across the coming months.
Younger music fans in particular recognise the positive impact live shows have on their relationships, sense of community and belonging, and on their mental wellbeing. Six in 10 Australians agreed that music was important to them, with 92% arguing it had a positive impact on their mental health.
As a result of this engagement with live music, attendance is increasing with major venues proving the most popular location. However, the report found there was a decline in attendance for live music at pubs and clubs, which are traditionally great ways for local musicians to grow their audience.
“This changing behaviour corresponds with a spate of big international acts touring Australia after the pandemic and an excitement to get back to big live events,” explained the report.
A change in ticket-buying behaviour has also occurred, with more Australians purchasing tickets closer to the event – mostly brought on by cost-of-living pressures.
Additionally, the cost of the ticket is not the only barrier to attending live events, but also the associated expenses like travel, accommodation, and food and drink at the venue.
Despite this, almost half of respondents said they had attended at least one music event over the last year.
While Australians appear willing to save up money to see their favourite international acts, the same support is not being felt by homegrown talent. This is because there is a lack of awareness around local acts.
Almost half of respondents said they would like to support more live Australian talent.
The research was delivered by the Creative Australia research team for Music Australia, in partnership with Untitled Group and The Daily Aus, and in collaboration with youth music organisation The Push.
It was launched today (Tuesday) at the VMDO Music Data and Insights Summit in Melbourne.
“We know Australians value live music, and they continue to seek out the chance to experience it, even when times are tough,” said director of Music Australia, Millie Millgate.
“People still save for gigs that matter to them, showing there’s still strong appetite for live music – especially experiences that feel rare and bring people together. This report builds on the insights of our Soundcheck reports and helps to provide a clearer picture of how Australians discover and engage with Australian music.
“This research provides valuable insights into how Australians are responding to the multiple changes impacting the sector. It will help guide our work and give the industry insights to better connect with audiences.”