Creative Australia and Music Australia have released a new report titled 'Listening In: Insights on Live Music Attendance'. The report is the first in a series of three aimed at exploring the ways Australians discover, experience, and engage with music.

The research is based on data from a nationally representative sample, complemented by a deep dive survey of Australians actively engaged in music. It was delivered in partnership with music and event agency Untitled Group, youth publisher The Daily Aus and youth music organsation The Push.

It highlights the value Australians place on live music and the barriers they face in attending more frequently. Key insights reveal that despite cost-of-living pressures, Australians continue to save for live music experiences. The emotional and social value of live music serves as a significant motivator for attendance.

A notable finding is the disconnect between support for Australian artists and actual attendance at their performances. Audiences tend to prioritise international acts, viewing them as 'once-in-a-lifetime' opportunities. Challenges such as lack of awareness and access, especially outside major cities, and rising costs of tickets, travel, food, and drinks, are identified as barriers.

The report also notes changing audience behaviour, which is affecting business models for live music. Audiences are cutting back on spending at the bar and are purchasing tickets later. The report was launched at the VMDO Music Data and Insights Summit in Melbourne, with a panel discussion on the findings scheduled for 2-5 PM AEST, Tuesday 29 April.

According to the report, 62% of Australians consider music to be really important to them, and almost half attended at least one live music event in the past 12 months. The 18-24-year-old demographic is the most likely age group to attend live music events. However, young Australians are now less inclined to prefer going out compared to 2019.

Cost is identified as the primary barrier to attending live music events, with Australians feeling less financially secure than before the pandemic. Despite these pressures, Australians are spending more on arts and leisure. Major venues remain the most popular setting for live music, while attendance at pubs and clubs has declined since 2019.

The report states that 92% of music-engaged respondents believe live music events have a big or very big impact on their sense of wellbeing and happiness. Most music-engaged respondents attend between three to five live music events annually. Additionally, 66% of respondents express a desire to listen to more Australian music, and almost half would like to attend more live music events featuring Australian artists.

However, 51% of respondents would like to attend more local gigs but do not know where to find information about them. Almost three-quarters of respondents saved money to attend one or more major live music events in the past year, with 72% indicating this behaviour. Fear of missing out (FOMO) is a key driver of attendance, particularly for international acts, with some attendees willing to 'break the bank' to attend.

"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."

Co-Founder & Managing Partner of Untitled Group, Michael Christidis, said: "At Untitled Group, we see firsthand the power of live music to create unforgettable moments and connection — especially among young Australians. This research confirms what we experience on the ground: even in tough economic times, people prioritise live music for its emotional and social value. We’re proud to have partnered with Music Australia and The Daily Aus, in collaboration with The Push, to help bring these insights to light. It’s a call to action for the industry to ensure that live music remains a shared, accessible cultural experience."

The report also highlights that 97% of music-engaged respondents drink alcohol at live music events, but more than half prefer to drink before attending due to the high costs of alcohol at venues.