Latin music reaches fifth most popular genre in United States

Latin music has become the fifth most listened-to genre in the United States, accounting for one in every ten streaming plays. According to Rob Jonas, director of the analysis firm Luminate, the genre is approaching the popularity of country music in a market currently led by hip-hop, rock, and pop.

Data shows that 54% of American adults listen to Spanish-language songs at least once a month in 2026, an increase from 44% in 2021. Luminate reports that Latin music has grown faster than any other genre in the U.S. over the last five years, with a normalized growth rate of approximately 15%.

Key cultural milestones, such as Bad Bunny’s Super Bowl halftime performance, have significantly boosted consumption. Luminate identified 37 Hispanic artists among the 500 most-streamed in the U.S., including seven in the top 100, up from 23 in 2020. Globally, Latin America accounts for two-thirds of the genre's streams, with Mexico contributing 29% and Brazil 18%.