As we inch closer to the end of 2024, one trend we’ve continued to track at Luminate is the growth of non-English music and the export power of ex-U.S. territories. One way to highlight the latter is by looking at trends in streaming share based on artist country of origin.
Through the first half of 2024, artists from countries like Mexico, Brazil and France grew their streaming share at the global level the most. This development reflects a broader shift in the music landscape, where non-English-speaking regions are gaining influence. A key driver of Mexico’s growth is the Regional Mexican subgenre, which is propelling Mexico’s presence on the global stage and is now the leading Latin subgenre in the U.S. Artists like Peso Pluma, Fuerza Regida and others have played a major role in this surge, capturing the attention of international audiences.
Similarly, Brazil’s Henrique & Juliano have contributed to their country’s rising share in global streaming, while France’s David Guetta continues to represent a strong global presence for French artists. These top artists exemplify the diversity of global music tastes, as listeners are increasingly drawn to regional sounds and genres that bring unique cultural perspectives to the mainstream.
While the U.S. remains the streaming-share leader based on artist country of origin (41%), the declining share of English-speaking countries like the United States, the United Kingdom and Canada suggests that the dominance of English-language music is waning as global listeners seek new and different musical experiences. Luminate first covered this topic in our 2023 Midyear Music Report and the continuing shift underscores the importance of global platforms in enabling artists from various countries to reach wider audiences, enriching the global music landscape.
As we start to look toward 2025, the continued rise of artists from non-English-speaking countries will be a trend to watch closely. With more listeners embracing diverse musical styles, the global music landscape is poised for further transformation, offering even greater opportunities for regional artists to break through on an international level.
