How Do Australians Discover New Music?

Discovering new music is a universal joy, and for Australians, it’s something many hold close to their hearts. In fact, 46% of Australians say finding new music is important to them—a number that jumps to an impressive 70% for those under 35. But how do we go about uncovering these new sounds?

The way we discover music has shifted dramatically. While traditional methods like commercial radio and TV still play a role, platforms like YouTube and social media have emerged as the frontrunners in connecting listeners with fresh tracks and artists.

I will explore how Australians discover new music, with a special focus on YouTube—the platform leading the charge. We’ll dive into why it’s so effective, the role of social media, and what this means for fans, artists, and marketers alike. Whether you’re an artist looking to reach a new audience or just someone searching for your next favorite song, understanding these trends offers valuable insights into the ever-evolving music landscape.

The Changing Landscape of Music Discovery

Music discovery has come a long way. Not too long ago, commercial radio was the go-to source for finding new tunes, with TV shows and music channels adding to the mix. Today, the digital era has reshaped how we connect with music, opening up new avenues for discovery that are as diverse as the audiences using them.

Leading the charge in Australia is YouTube, which has become the most popular platform for music discovery, outpacing traditional radio and streaming services. Social media platforms like TikTok and Facebook are also carving out a significant space, driving viral trends and introducing new artists to global audiences.

What’s exciting about this shift is how discovery has become more personal and interactive. Instead of waiting for a DJ to play the next big hit, listeners can actively seek out songs, follow their favourite artists, and dive deeper into genres they love—all at the click of a button. This new landscape not only puts the power of discovery in the hands of the listener but also creates more opportunities for artists and marketers to connect with engaged audiences.

As we’ll see in the next section, YouTube’s dominance in music discovery isn’t just about convenience—it’s about how the platform integrates discovery, engagement, and fandom into one seamless experience.

Why YouTube Stands Out

When it comes to discovering music, YouTube leads the way for Australians, with 31% of listeners turning to the platform first. But why has YouTube become such a powerhouse for music discovery? It’s more than just a place to watch videos—it’s an ecosystem where discovery meets engagement and fandom.

For music lovers, YouTube offers an unparalleled experience. Listeners can stumble upon a new artist through a suggested video, watch live performances, and dive into an artist’s entire discography—all in one place. It’s a platform where discovery doesn’t stop at the first click; it’s a gateway to deeper connection.

For artists and marketers, YouTube is a goldmine of opportunity. The platform’s granular targeting capabilities mean you can reach exactly the audience you want—whether that’s fans of a specific genre, region, or even a particular artist. Combine that with affordable CPMs, and you have a cost-effective way to share music directly with true fans, making it an invaluable tool for breaking into new markets.

What’s more, YouTube isn’t just a discovery platform—it’s where listeners stay. Nearly 41% of Australians who discover music there follow up by streaming it on the platform, up from 25% in 2019. This seamless transition from discovery to engagement makes YouTube a must for artists and marketers looking to amplify their reach and build long-term fanbases.

While other platforms like TikTok and streaming services like Spotify are growing in popularity, YouTube’s ability to deliver discovery and sustained engagement makes it a standout choice in the modern music landscape.

The Growing Role of Social Media

While YouTube leads the way, social media is rapidly becoming a key player in music discovery, especially for younger audiences. Platforms like TikTok and Facebook are carving out unique spaces where music meets virality, making them powerful tools for connecting artists and listeners.

TikTok, in particular, has transformed the way people discover music. With its short-form video format, songs can go viral in a matter of hours, propelling lesser-known artists into the spotlight. Tracks like Fleetwood Mac’s “Dreams” or emerging hits from indie artists have all found new life through TikTok trends, proving how influential the platform has become.

Meanwhile, Facebook remains a significant discovery platform, especially for older demographics. Its ability to integrate music into community groups, artist pages, and event promotions ensures it stays relevant in the broader music ecosystem.

For artists, social media offers an opportunity to connect with fans in ways that go beyond just the music. Engaging content like behind-the-scenes videos, live streams, and interactive challenges can create a personal connection, turning casual listeners into loyal supporters.

For marketers, social media’s role in discovery lies in its ability to amplify reach. When combined with YouTube, platforms like TikTok and Facebook create a multi-channel strategy that ensures music gets in front of the right audiences at the right time. Together, these platforms form a powerful duo that drives discovery, engagement, and ultimately, fandom.

Beyond YouTube and Social Media: Other Ways Australians Discover Music

While YouTube and social media dominate the music discovery landscape, other platforms still play an important role in connecting Australians with new artists and songs. Each offers a unique way of engaging audiences and contributes to the broader ecosystem of discovery.

1. Commercial Radio (20%)
Traditional radio remains a key player, particularly for its ability to curate playlists and introduce audiences to new tracks during prime listening times. Its reach across cars, homes, and workplaces ensures music discovery happens consistently, often through repeated exposure to emerging hits.

2. Music Streaming Services (18%)
Platforms like Spotify and Apple Music provide personalised recommendations through algorithms, offering listeners curated playlists, “Discover Weekly,” and “Release Radar” features. These services are perfect for fans who want music tailored to their tastes without having to actively search for it.

3. TV and Movie Streaming (16%)
Soundtracks from TV shows and movies have long been a gateway for music discovery. Whether it’s a poignant moment in a drama or the closing credits of a film, music tied to storytelling often resonates deeply with audiences, leading them to seek out those songs on other platforms.

These methods remind us that music discovery isn’t confined to one channel. Each platform serves as a piece of a larger puzzle, contributing to how fans discover, engage with, and support new music.

The Follow-Up: Turning Discovery into Fandom
What happens after listeners discover a new artist or track? Increasingly, they’re taking action:

  • 41% stream the music on YouTube—a significant jump from 25% in 2019.
  • 22% turn to paid music services, such as Spotify Premium or Apple Music.
  • 21% rely on free streaming platforms, which is also seeing growth.

This follow-up behaviour highlights the importance of being present across multiple platforms. For artists and marketers, the journey doesn’t end with discovery—it’s about guiding fans through the next steps, ensuring they can easily stream, follow, and engage further.

Why These Trends Matter for Artists and Marketers

Understanding how Australians discover music isn’t just about tracking trends—it’s about seizing opportunities. For artists and marketers, these insights are a roadmap to connecting with audiences in meaningful ways and driving long-term engagement.

1. YouTube: A Hub for Discovery and Engagement
YouTube’s dominance as a discovery platform underscores its unique position in the music ecosystem. For artists, it’s not just a place to upload videos—it’s a platform where discovery becomes fandom. By leveraging YouTube’s granular targeting, marketers can reach true music fans and introduce them to new artists or releases. And with cost-effective CPMs, it’s a smart investment for campaigns aimed at breaking into new markets or amplifying reach.

2. Social Media: Viral Potential and Fan Connection
Platforms like TikTok and Facebook offer something unique: the ability to turn songs into cultural moments. TikTok’s viral trends can catapult unknown tracks into global hits, while Facebook’s community-driven engagement ensures older demographics stay connected with emerging music. For marketers, social media isn’t just about reach—it’s about creating content that resonates, sparks conversations, and builds lasting connections.

3. Multi-Platform Strategies: Meeting Fans Where They Are
The rise of streaming services, radio, and even TV soundtracks highlights the importance of a multi-platform presence. Different audiences discover music in different ways, and being visible across these touchpoints ensures no potential fan is left behind. Whether it’s through curated playlists, traditional radio play, or a standout track in a TV series, artists who embrace a multi-channel approach are more likely to succeed.

4. Turning Discovery into Action
Discovery is just the first step. Once a listener finds a new artist, they’re more likely than ever to follow up—streaming their music, exploring their catalog, or attending live events. Marketers who create seamless paths from discovery to engagement, whether through YouTube, streaming platforms, or social media, can turn casual listeners into loyal fans.

Embracing the Future of Music Discovery

The way Australians discover music is evolving, with platforms like YouTube, TikTok, and streaming services leading the charge. Each channel offers unique opportunities for artists and marketers to connect with audiences in ways that feel personal and impactful.

YouTube stands out as the ultimate hub, where discovery seamlessly transitions into engagement and fandom. Social media adds the viral, trend-driven element that can catapult artists into the spotlight, while traditional platforms like radio and TV continue to play their role in reaching diverse audiences.

For artists, understanding these trends means more than just getting your music heard—it’s about building meaningful, lasting connections with fans. For marketers, it’s a call to create multi-platform strategies that not only introduce new music but also guide listeners through their journey from discovery to loyalty.

As the landscape continues to shift, the power lies in adapting and meeting fans where they are. Whether you’re an artist, a marketer, or a music lover, the future of music discovery is an exciting space to explore.

How do you discover new music? Share your thoughts below—let’s keep the conversation going!

Information and data courtesy of VMDO

Jay Clair
Jay Clair
Articles: 12

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