Exactly Who Is Listening to Latin Music? Everyone! | Billboard Latin Music Week 2023

Luminate, the entertainment industry’s most trusted data partner, unveiled its new Latin Music Report exclusively at Billboard Latin Music Week. Never-before-revealed metrics and insights include the growing power of Latin superfans, how and why the genre is expanding to non-Spanish-speaking listeners, the rise of regional Mexican music and the subgenres and artists to watch in the coming months. The findings were presented by Rob Jonas, CEO of Luminate, which has fueled the Billboard charts for over three decades.

Rob Jonas:
Less than two weeks ago, as everybody’s aware, Bad Bunny teased his new song through his WhatsApp channel before releasing it towards the end of August. So I’m Rob Jonas, I’m with Luminate. We’re gonna go through a lot of numbers. But let’s dive in!

So many of you are aware that we publish pretty detailed reports twice a year, our media report and our annual report. We’ve been tracking the rise of Latin music for a very long time now. Many, many big trends we’ve seen in recent quarters, and I’m just gonna pull up some notes here. One sec.

So in our media report, we were talking about, obviously, the continued growth of Latin this year. It’s definitely primed for continued growth in the mainstream, as well as the very specific Latin market. Actually, we’ve seen in the media report, an increase of U.S. listeners who are listening to Spanish music, even though they don’t speak Spanish, myself included. We’ve also been looking very closely at a lot of the superfan data. Superfan is a very big topic right now within the industry.

Watch the full video above!