Titled Step Into Country, the report is the latest instalment in the agency’s Future Sound research series, which examines emerging trends in music culture. 

It highlights the role of Gen Z audiences—particularly in metropolitan areas—in driving a shift in country music’s popularity. According to the study, 68% of Gen Z Australians are listening to more country music than before, influenced by the genre’s crossover with pop, rock, and hip-hop. Artists such as Beyoncé, G Flip, Post Malone, and Shaboozey are cited as key contributors to this trend.

Online engagement has also surged, with 67% of respondents following at least one country music artist on social media, and TikTok reporting 196 million video views on #CountryMusic in Australia over the past year. Data from Spotify shows that 92% of country music streams in Australia come from urban areas, suggesting a shift away from the genre’s traditional rural base.

The rise in country music interest has extended into consumer behaviour. The study found that half of all music fans surveyed purchased country-inspired fashion in the past year, and 40% bought country-themed home décor. Respondents also reported noticing country music’s influence across social media, entertainment, and branding. 

The cultural rise of country music has also translated into live performance success. Live Nation has reported a 746% increase in country music ticket sales across Australia and New Zealand from 2019 to 2024. Recent and upcoming tours include Chris Stapleton, Tyler Childers, Post Malone, and Jason Aldean, who will headline Sunburnt Country, a new country music event, in February 2026 as part of his Full Throttle tour.

Kristy Rosser, SVP and Head of Media and Sponsorship at Live Nation Australia & New Zealand, said the genre now offers brands a way to connect with contemporary audiences. “Country music is no longer just nostalgic or emotional,” she said. “It’s being seen as progressive and diverse, with fans discovering it through mainstream platforms. This is shaping trends in fashion, entertainment, and consumer behaviour.”