Spotify use falls as NZ audiences show strong appetite for local music

Daily use of Spotify has fallen among New Zealand audiences, while new research from NZ On Air suggests there remains a significant appetite for local music – provided listeners can find it.

The findings come from the 2026 Where Are the Audiences? report, conducted by Verian for NZ On Air. The latest study surveyed 1,701 New Zealanders aged 15 and over between April and May 2026.

Spotify remains the country's leading music streaming platform, but its daily audience has softened. The research records Spotify use at 27% in 2026, down from 35% in 2024 – an eight percentage-point decline. Despite the drop, Spotify remains significantly ahead of other individual music streaming services, with YouTube for music at 20%, Apple Music at 4% and iHeartRadio at 3%.

The wider music streaming market has also tailed off. Online music streaming reached 44% of New Zealanders daily in 2026, putting it level with total radio, which combines broadcast and online radio. The report notes that recent changes in media consumption appear to be influenced by cost-of-living pressures, with audiences making more selective choices about the services they regularly use.

For New Zealand music, however, the research indicates an audience that is interested but not necessarily being reached.

Thirty-seven percent of respondents say they actively look for New Zealand music, while 41% say they would listen to more NZ music if it came up on their music streaming service.

NZ On Air chief executive Cameron Harland said the findings show there is demand for local music, but discovery remains an important issue.

“There is no lack of love for local music, we just need to help audiences find it,” Harland said.

The research also shows that music discovery is spread across a number of channels. Streaming services such as Spotify and YouTube are the most commonly cited source for discovering new music, followed by friends and family and New Zealand radio. Instagram, TikTok, live performances, music websites and publications also contribute to discovery.

The findings suggest that the challenge for New Zealand artists may not simply be persuading audiences to listen to local music. A sizeable proportion of listeners already say they want to hear more of it, but its visibility within the platforms they use remains a factor.

The research also found clear differences in discovery habits by age. Younger audiences are more likely to discover music through streaming services and social media, while older audiences rely more heavily on radio.

For artists, labels, managers and promoters, the figures underline the importance of discovery and recommendation alongside the continued reach of streaming platforms. While Spotify's daily audience has declined, streaming remains a major part of how New Zealanders encounter music, and the research indicates that local music has an audience ready to engage when it is surfaced.