What R&B, Hard Rock and Christian Music Tell Us About Fan Growth in 2025

By Jaime Marconette
, VP, Music Insights & Industry Relations
VP, Music Insights & Industry Relations
July 8, 2025
— 3 min read
By Jaime Marconette
, VP, Music Insights & Industry Relations
VP, Music Insights & Industry Relations
July 8, 2025
— 3 min read

As Luminate finalizes its annual 2025 Midyear Music Report for publication on Wed., July 16 — and gears up to discuss it in a webinar on the day of release — we bring you a sneak peek here. Our audience intelligence shows three subgenres have become standout stories in U.S. music streaming this year: R&B, Hard Rock and Christian.

New data shows each is experiencing notable growth — and each is backed by a uniquely engaged audience. Understanding the differences among the three isn’t just interesting, it’s critical to building long-term fan relationships.

R&B: Genre Fluid and Twitch-Driven
For the first time in over three years, R&B ranks among the top five U.S. subgenres in On-Demand Audio growth, according to Luminate consumption data (as Tuesday Takeaway also explored in April). 

Consumer research from Luminate’s Artist + Genre Tracker found the R&B audience is predominantly Gen Z women — and, interestingly, the average R&B streamer in the U.S. is 110% more likely to discover music on Twitch than listeners of other music.

R&B fans also appear to be genre fluid, with two-thirds saying they enjoy when artists venture beyond their typical sound. This suggests strong potential for cross-genre collaborations and livestreaming strategies via platforms such as Twitch that speak directly to R&B’s digital native audience.

Hard Rock: Gaming Discovery Meets Vinyl Loyalty
With new releases from Sleep Token and Ghost landing at No. 1 on the Billboard 200 just two weeks apart this spring, Hard Rock is riding a wave. Listeners are mostly male Millennials, with 138% more likely to discover music through video games and 150% more likely to listen on vinyl. That’s a powerful combination of digital and analog fandom — providing clear opportunities for exclusive physical formats and in-game music placements.

Christian: Playlist Power and Repeat Listening
Christian music is quietly booming, thanks to a younger, streaming-forward fanbase that skews 60% female and 30% Millennial. This audience is 90% more inclined to discover songs via playlists, while 75% report they listen to songs on repeat. That’s a sure sign of high emotional connection — and a strong fit for repeatable content.

Audience Insights Are the Key to Growth
The three subgenres noted here are growing for different reasons, but they all illustrate one truth: Knowing your audience is essential. Whether it’s platform preference, discovery behavior or listening habits, tapping into these signals allows the industry to engage fans better and sustain momentum.

Watch for Luminate’s 2025 Midyear Music Report and accompanying webinar next week, where we dive into these stats as well as industry metrics and the top trends impacting the global music industry.

Source:
Luminate Music Consumption Data
Luminate Insights Consumer Research Data

Upcoming

By Robert Steiner
July 1, 2025
— 3 min read

More Stories

Let Luminate unleash your most essential data

Get our newsletters!

Explore Our Range of Products

As entertainment’s preeminent data and insights company, our services unlock the most trustworthy information across music, film and television.

Interested in Luminate Music?

Request a demo for our subscription-based music platform or our data management and matching services.

Product Interest (Select all that apply) *
Type of Inquiry (Select all that apply) *
By checking this box, you agree to receive marketing communications from Luminate Data, LLC and its affiliates, including news, updates and promotions. You may opt out at any time. *
Privacy Policy/Terms Consent
By clicking “Submit” you agree to our Privacy Policy (https://luminatedata.com/privacy-policy/ ) and Terms of Use (https://luminatedata.com/terms-of-use/).

Interested in Luminate Film & TV?

Inquire about our verified film & TV metadata and DEI entertainment information and resources.

Product Interest (Select all that apply) *
Type of Inquiry (Select all that apply) *
By checking this box, you agree to receive marketing communications from Luminate Data, LLC and its affiliates, including news, updates and promotions. You may opt out at any time. *
Privacy Policy/Terms Consent
By clicking “Submit” you agree to our Privacy Policy (https://luminatedata.com/privacy-policy/ ) and Terms of Use (https://luminatedata.com/terms-of-use/).

Interested in Luminate Insights?

Inquire about consultative services available in global research, audience insights and brand marketing across all entertainment.

Product Interest (Select all that apply) *
Type of Inquiry (Select all that apply) *
By checking this box, you agree to receive marketing communications from Luminate Data, LLC and its affiliates, including news, updates and promotions. You may opt out at any time. *
Privacy Policy/Terms Consent
By clicking “Submit” you agree to our Privacy Policy (https://luminatedata.com/privacy-policy/ ) and Terms of Use (https://luminatedata.com/terms-of-use/).