In the last few years, Latin music has seen immense growth and the genre has garnered many new fans. To celebrate the kickoff of Hispanic Heritage Month in the U.S. this week, we take a closer look at the Latin genre and its fans. Most recently, Luminate’s 2024 Midyear Music Report noted the genre as the fastest-growing in the U.S. so far this year. As the Latin genre continues to grow roots into the U.S. mainstream, it is imperative to understand the different fan groups within the listener base, including Hispanic and non-Hispanic Latin music fans.
Since only 20% of non-Hispanic Latin music fans speak Spanish, compared to the 87% of Hispanic Latin music fans who do, there are obvious differences within the fandom. However, it is also interesting to see how some Latin music fan preferences and behaviors remain the same regardless of cultural background. For example, among the top three reported leisure activities that people enjoy in their free time, Latin music fans in both groups list watching movies and cooking, but Hispanic Latin Music fans are more likely to stream full-length videos in their free time, while non-Hispanic Latin music fans are more likely to spend time on social media.
Another interesting area of similarities and differences among Latin music fans is in music discovery. Both Hispanic and non-Hispanic Latin music fans prefer to discover music in the same three ways, but Hispanic fans lean toward streaming services for discovery, while non-Hispanic fans lean more on recommendations from friends and family. Identifying these avenues to reach current and new fans can help direct promotional decisions and more accurately reach key fan groups.
The nuances of the Latin music audiences are ever-changing. As habits reform and trends shift, the ability to understand how to reach your key audiences becomes increasingly important. As our favorite Latin artists release new hits and emerging Latin artists step onto the scene, the genre will continue to grow. Keep a pulse on these groups with our quarterly-run insights data and learn more.
Source:
Luminate U.S. M360, Waves 1 & 2 2024
