Americans Are Listening to Less Music in English, Thanks to Bad Bunny and BTS
One in 10 U.S. streams come from Spanish-language music — and other fascinating takeaways from Luminate’s midyear report
The U.S. music landscape is shifting, and it's not just about the usual suspects like Taylor Swift and Kendrick Lamar. According to Luminate's midyear report, one in 10 streams in the U.S. now come from Spanish-language music, a significant increase that's being driven in part by the global popularity of artists like Bad Bunny and BTS. This trend is a testament to the growing diversity of the U.S. music audience and the increasing importance of language-agnostic platforms like streaming services.
Bad Bunny and BTS are leading the charge, but they're not alone. The report suggests that the appetite for non-English language music is on the rise, and it's not just limited to Spanish-language or K-pop. This shift has implications for the music industry, which has traditionally been dominated by English-language music. As streaming services continue to break down geographical and linguistic barriers, artists from around the world are finding new audiences and new opportunities.
What's next to watch is how the music industry responds to this shift. Will we see more English-language artists experimenting with non-English language collaborations or releases? Will labels and streaming services invest more in promoting non-English language music to a broader audience? And what does this mean for the future of music discovery and curation? As the music landscape continues to evolve, one thing is clear: the old rules no longer apply, and artists and industry professionals who adapt quickly will be the ones to watch.
Originally reported by rollingstone.com. MusicNewsletter adds analysis for culture, style & media readers.