Latin music's fortunes continued their upward trajectory. 📈 The genre registering its third straight year of growth in the United States and reaching its highest revenues since 2006.
Bad Bunny performs during Mega 96.3 FM Calibash 2020 at Staples Center on Jan. 11, 2020 in Los Angeles.Latin music's fortunes continued their upward trajectory, with the genre registering its third straight year of growth in the United States and reaching its highest revenues since 2006.
The rise in streaming and revenue also buoyed Latin music's stature in the market overall. Latin music -- or music performed more than 50% in Spanish -- now accounts for 5.0% of the total $1.1 billion U.S. recorded music business,With healthy numbers from artists like Bad Bunny, J Balvin and Ozuna, Latin's streaming growth was felt everywhere, most notably in the paid subscription category, which includes services like Apple Music, Spotify Premium and Amazon Unlimited.
That's a significantly larger proportion than the 10% it contributed to the overall U.S. music market, and highlights, once again, the importance of YouTube as a promotional and discovery platform for Latin music. According to YouTube, of 160 videos that have joined the"billion view" club so far, 60 are Latin.
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