Spanish is now the second most listened-to languange in music in the U.S., according to new research unveiled during Billboard Latin Music Week.
Rob Jonas in the green room at the Faena Forum as part of Billboard Latin Music Week on October 2, 2023 in Miami Beach, Florida.music consumption is growing almost twice as fast as the overall music consumption in the U.S., driven largely by Latin music super fans and by the growth of regional Mexican music, according to Luminate’s most recent research on Latin music., Luminate’s research also found an unlikely discovery platform for Latin music: WhatsApp.
Latin music is also seeing consumption growth outside Latin pockets. A stunning 40% of all U.S. listeners report listening to music in languages other than English; and among those languages, the most listened to — after English — is Spanish. While 93% listen to music in English, roughly 23% of listeners will listen to music in Spanish.
Likewise, while the English language share of streaming in the U.S. –- as measured by the top 10,000 most streamed tracks of the past 12 months — has dipped slightly by 4% in the past year, streaming of Spanish language tracks has increased by 3.5%. A key driver to the growth are Latin super fans. According to Luminate’s data, they spend 120% more per month on music related activities than other fans, and 30% more than U.S. super fans.
“The trends we saw starting in 2022 have accelerated and developed the growth of Latin music,” says Jonas. “We initially saw a lot of growth in streaming, but now, that growth translated to revenue. In 2023, it’s definitely been exceeding expectations.”Taylor Swift Fans React to ‘Cornelia St.’ Sign Televised During Chiefs-Jets GameTaylor Swift Arrives at Chiefs-Jets Game to Watch Travis Kelce With Blake Lively, Ryan Reynolds & More.
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