In Luminate’s 2023 Year-End Music Report released earlier this month we noted that six Latin music artists achieved 1B+ On-Demand Audio streams in the U.S. last year. Led by Bad Bunny and Peso Pluma, each of these artists also ranked in the Top 125 most-streamed artists in the U.S. Compare this to 2022 when Bad Bunny was the only Latin music artist to notch over 1B audio streams in the U.S. and he, along with Eslabon Armado, were the only two Latin music artists in the U.S. Top 125.
Overall the Latin genre was the second-fastest growing genre in the U.S. last year (24.1% growth rate YOY; +19.4B On-Demand Audio streams) while consumption of Spanish language music also grew. When analyzing the Top 10k U.S. tracks by total streams*, 8.1% of music streaming was Spanish language, or thought of another way, just under 1 in every 12 streams was a Spanish language track. This is 3.8 percentage share points more than the Spanish language total in 2021 while the share of English language tracks has dropped that same amount in that timeframe.
As listening patterns evolve it’s important to understand how to reach new fans. For “multilingual” listeners, defined by those U.S. music listeners who report listening to music in more than one language, our Luminate Insights consumer research shows these listeners are more likely to discover music through the channels below when compared to the average U.S. music listener, demonstrating the importance of audio visual content for this audience.
- 34% more likely via movie soundtracks
- 36% more likely via exclusive TV shows from streaming platforms
- 50% more likely via video games
*Based on Top 10k Total On-Demand U.S. Tracks (Audio + Video)