‘People Still Save for Gigs That Matter’: New Report Explores How Australians Engage with Live Music

Australians still love going to a show and they’ll save up for the big moments, even though play-money is hard to come by.

That’s one of the takeaways from Listening in: Insights on Live Music Attendance, the first in a series of three reports exploring how Australians discover, experience and engage with live music.

Published today by Creative Australia and Music Australia, the report finds the emotional and social value of live music is a key motivator to buy a ticket, especially for younger audiences, and a disconnect is established between our strong support for Australian artists and actual attendance at their shows.

In a surprise to no-one who observed the ticket sales last year for Taylor Swift and Pink’s stadium dates, audiences are keen to see more local artists but are prioritising international acts due to their rarity and the fear of missing out.

Also, a lack of awareness and access – especially outside major cities – remain a challenge, as is the rising cost of going to a concert. As a result, audiences are spending less on booze at the bar and buying tickets later – a major headache for every player in the concerts food chain.

Among existing audiences for live music:

• 92% say that live music events have a big or very big impact on their sense of wellbeing and happiness
• Most music-engaged respondents attend 3-5 live music events per year
• 66% want to listen to more Australian music
• Almost half say that they would like to attend more live music events featuring Australian artists
• 51% say they’d like to attend more local gigs, but don’t know where to find out about them
• Cost is the primary barrier, and almost three quarters saved up money to attend one or more major live music events in the past 12 months (72%)
• FOMO is a key driver of attendance, especially for international acts and some are willing to ‘break the bank’ to attend

This research “confirms what we experience on the ground: even in tough economic times, people prioritise live music for its emotional and social value,” says Untitled Group co-founder & managing partner Michael Christidis. “It’s a call to action for the industry to ensure that live music remains a shared, accessible cultural experience.”

The study 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.

“We know Australians value live music, and they continue to seek out the chance to experience it, even when times are tough,” comments 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.”

The report builds on the insights of Music Australia’s Soundcheck reports from 2024 and “helps to provide a clearer picture of how Australians discover and engage with Australian music,” Millgate continues.

This research, based on data from a nationally representative sample, provides “valuable insights into how Australians are responding to the multiple changes impacting the sector,” explains Millgate. “It will help guide our work and give the industry insights to better connect with audiences.”

Listening in: Insights on Live Music Attendance is launched today as part of the VMDO Music Data and Insights Summit in Melbourne. Register here for the livestream, presented from 2-5pm.

The second and third reports in the series are expected to be published in June 2025.