Latin Music Soars in Popularity: Record-Breaking Revenue and Spanish Surpassing English

Latin music is taking the music industry by storm in the United States. With a staggering 15% increase in consumption, it is no surprise that this genre has hit an all-time high of $1.1 billion in revenue in 2022, and it shows no signs of slowing down. Spanish has emerged as the second most popular language in music, accounting for 23% of the listeners. In this article, we dive deeper into the factors driving this phenomenal growth, including the rise of regional Mexican subgenres and the strong influence of spaniard hitmakers and their use of digital platforms like WhatsApp for music discovery and communication. Join me as we explore the vibrant world of Latin music and its impact on the music industry as a whole.

Latin Music Revenue Soaring to New Heights

Record-breaking revenue spelling out success in the music industry

The Latin music industry is experiencing unprecedented growth, with revenue reaching new heights. In 2022, the genre hit a staggering milestone of $1.1 billion in revenue. Now, in 2023, it is on track for another record-breaking year.

A major contributor to this growth is streaming, which makes up a whopping 98% of Latin music revenues. Paid subscriptions alone accounted for $431 million, while other digital and customized radio services saw a 13% increase in revenue. This highlights the growing popularity of Latin music in the digital age.

Spanish Language Surging in Influence

Spanish becoming the second most popular language in the music industry

Spanish is making its presence felt in the music industry, effectively becoming the second most popular language in terms of listenership in the United States. Approximately 23% of music listeners are tuning in to Spanish-language songs.

This surge in influence is not limited to music consumption alone. Hispanic listeners are actively using platforms like WhatsApp for music discovery and communication. In fact, 73% of Hispanic listeners use WhatsApp to discover new music and engage in 265% more communication compared to the general population. This demonstrates the significant impact of Spanish-language music on popular culture.

Regional Mexican Subgenres Captivating Audiences

The unstoppable rise of regional Mexican music subgenres

The evolving landscape of regional Mexican subgenres is captivating audiences across the United States. In 2023 alone, these subgenres experienced a remarkable 56% increase in consumption. From up-and-coming artists to established hitmakers, the regional Mexican scene is a hotbed of creative energy.

The Power of collaboration

One notable aspect of this growth is the emergence of successful collaborations between Spanish hitmakers from other genres and regional Mexican artists. This cross-pollination of styles and diverse influences has played a key role in expanding the reach of regional Mexican music. These collaborations inject a fresh and unique flavor into the music, captivating listeners and breaking down genre boundaries.

Riding the wave of streaming platforms

The rise of digital streaming platforms has significantly contributed to the surge in regional Mexican music. Artists can now reach a wider audience and connect with listeners all over the country. Streaming platforms also provide a fertile ground for discovering new regional Mexican music, allowing fans to explore subgenres they may have never delved into before.

Embracing Live Events and Music-Related Experiences

Latin music fans' enthusiasm for live events and music-related activities

Latin music fans are avid supporters of live events, often devoting a significant portion of their monthly music expenditure to attending concerts and festivals. In fact, 58% of Latin fans report investing more than half of their monthly music spend on live events.

Such dedication to music-related experiences is also reflected in the overall spending habits of Latin music fans. These fans spend 120% more per month on music-related activities than other listeners, demonstrating their genuine passion and engagement with the music.

As Latin music continues to surge in popularity, it is clear that fans are not just listeners but active participants in the vibrant music culture that surrounds the genre.


The Latin music industry is experiencing a remarkable surge in popularity in the United States. With record-breaking revenue, the genre has solidified its position in the music industry, surpassing language barriers with Spanish emerging as the second most listened-to language. The rise of regional Mexican subgenres and the strong engagement of fans through live events further demonstrate the significant impact of Latin music on popular culture.


Why is Latin music experiencing such tremendous growth in the U.S.?

The growth of Latin music in the U.S. can be attributed to various factors. Firstly, streaming platforms and digital services have made music more accessible, allowing Latin artists to reach a wider audience. Additionally, the cultural influence of Spanish-speaking communities has played a significant role in driving the popularity of Latin music. Collaboration between Spanish hitmakers and regional Mexican artists has also fueled the genre's growth.

What role does streaming play in the success of Latin music?

Streaming is the driving force behind the success of Latin music. Paid subscriptions accounted for a significant portion of Latin music revenue, with platforms like Pandora and SiriusXM also contributing to the industry's growth. The convenience and mobility offered by streaming services have allowed listeners to discover and enjoy a diverse range of Latin music genres, further boosting the genre's popularity.

Why are live events important to Latin music fans?

Live events hold a special place in the hearts of Latin music fans. Attending concerts and festivals provides them with the opportunity to connect with their favorite artists on a deeper level and experience the music in a dynamic and communal setting. Latin music fans are highly engaged and dedicated to supporting the artists they love, often allocating a significant part of their music budget to live events.

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