Vogue Australia has experienced a significant 30.2% year-on-year cross-platform audience growth, driven predominantly by the Gen Z demographic, according to the latest Roy Morgan readership numbers. The fashion media brand in Australia now boasts a cross-platform audience of 878,000, more than triple the audience of Harper’s Bazaar. This growth has also seen Vogue Australia extend its lead over Marie Claire by 27% since the last quarter.

Over half of Vogue Australia’s audience across print and digital is under the age of 35. Gen Z, in particular, has been instrumental in this growth, with an increase of 106,000 readers, a rise of 52% year-on-year. Interestingly, this surge is largely attributed to an increase in print consumption, which has seen a 57.8% year-on-year rise. Gen Z now forms the largest demographic group for the magazine, making up 43.9% of the brand’s print readership.

The millennial audience of Vogue Australia has also seen a cross-platform increase of 25.8% over the past year, making it the brand’s largest demographic group for digital at 34.4%.

Edwina McCann, Vogue Australia's Editorial Director and Publisher, credits the resurgence in print to Gen Z and the 'retro appeal' of magazines. 'Our resurgence in print comes from Gen Z and the retro appeal of magazines. This audience is nostalgic for print and see it as an entry point for luxury goods,' McCann said.

McCann also highlighted the brand's new vertical video content strategy across its platforms. 'We have been at the forefront of developing a multi-platform video offering across channels such as TikTok, YouTube, Snapchat’s Stories platform, and our own on-network vertical video, providing us with new opportunities to reach key audience demographics,' she added.

Vogue Australia's social footprint has over 3 million followers across Facebook, Instagram, LinkedIn, Pinterest, Snapchat and TikTok.