New research from Vevo, a music video network, revealed that music has overtaken sport as the number one passion point for Gen Z Australians, signalling a major cultural shift in a country where sport has long been the default.
According to Vevo’s Fandom = Cultural Currency report, 50 per cent of Aussie Gen Zs (18–24) identify with music fandoms, compared to just 31 per cent for sport. Music is now the primary way young Australians connect to culture, build community and express identity.
“Fandom no longer just represents what music people like—it’s about who they are,” said Tim O’Connor, Vevo general manager of sales, APAC. “For Aussie Gen Z, music is more than a soundtrack—it’s how they connect, discover and make sense of culture. And crucially, it’s where brands need to show up.”
The research also shows 70 per cent of Australian music fans are unreachable via traditional TV, and 64 per cent are “cord-less”—a term that includes both cord-cutters (those who’ve cancelled broadcast or cable TV) and cord-nevers (those who’ve never had it at all).
For marketers still relying on broadcast to reach youth audiences, the message is clear: they’ve already moved on.
“This audience is digital-native and highly engaged—but you won’t find them in the usual places,” added O’Connor. “Networks like Vevo are where these fans are watching, interacting, and forming
emotional connections with the artists and communities they care about. Vevo content meets fans where they are, across any screen, or device.”
The Fandom = Cultural Currency report is based on a survey of more than 6,000 fans across Australia, the U.S. and U.K. It found that 96 per cent of respondents globally identify as part of a fandom, and 9 in 10 said fandom plays a defining role in their identity.
Key findings in Australia:
- Half of Aussies aged 18-24s identify with music fandoms vs 31 per cent with sports
- Aussie youth are more likely to belong to a music fandom (50 per cent) than a TV fandom (39 per cent)
- Nearly two thirds (64 per cent) are “cord-less”, and 70 per cent of music fans can’t be reached via traditional TV
- Music fandom is the strongest cultural entry point for young Australians
Why it matters for marketers
Fandom is more than a trend—it influences buying behaviour:
- More than two thirds (69 per cent) of global fans are more likely to spend with brands that support their communities
- Two in three are swayed by ads placed around music videos
- More than four out of five people (83 per cent) see music videos as core to pop culture, and 68 per cent said they reflect their identity
“If brands want to earn attention and loyalty in this market, they need to engage where fandom lives—in music, online and in moments that matter to fans,” concluded O’Connor.
