Yesterday, Luminate CEO Rob Jonas delivered a new Luminate report focusing on the Latin genre through both a cultural and commercial lens. Covering topics from subgenres to super fans, the report provides insights into the continued spread of Spanish-language music to both Hispanic and non-Hispanic listeners. The presentation, Latin Music and Its Impact on Culture and Commerce in the U.S. Marketplace, is available now for download here.
Some new key findings from the report include:
- Spanish-language streaming consumption among the Top 10k US On-Demand Audio tracks has grown from 4.37% in 2021 to 7.9% in 2023.*
- Regional Mexican music has grown +56% in On-Demand Audio streams in the U.S. through the first 34 weeks of 2023 (week ending 8/24/23)
- Latin music super fans spend +30% more on music-related activities than other music super fans in the U.S.
- Half of non-Hispanic Latin fans discover music through film and TV soundtracks.
Revealed exclusively at Billboard Latin Music Week 2023, this US Latin Music Report shares the latest findings that shed light on the Latin genre’s ever-growing place in the U.S. market place through both a cultural and commercial lens. Luminate is pleased to be a part of Billboard Latin Music Week taking place this week in Miami in celebration of National Hispanic Heritage Month.
*Based on Top 10k US On-Demand Audio tracks