Luminate
Canada is the third biggest exporter of music to the world.
That’s according to the inaugural “export power” ranking in Luminate’s 2024 year-end report. The music data tracking company, which also tabulates Billboard’s charts, defines export power as “a country’s ability to export recorded music globally.”
Canada is behind only the U.S. and the U.K., which hold the top two spots on the export power ranking. Canada’s top importers of music are the U.S., the U.K. and Australia, while Canada is also the number one importer of music from the U.S., emphasizing the entwined nature of Canadian and American markets.
The rest of the top ten is rounded out by South Korea, Germany, France, Puerto Rico, Australia, Sweden and Brazil.
While that might seem like good news for Canadian music, the report also includes some indicators that Canada is not in a growth period for exporting music.
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When it comes to the share of global premium (audio and video) streams, Canada saw the third largest decline last year, with its share down from 3.73% to 3.34%, also behind the U.S. and U.K. Mexico, Brazil and India had the biggest stream share growth.
That points to a trend where music from the global south — and in languages other than English — is seeing a major explosion in popularity.
The report also highlights that English and non-English-language countries are showing different trends when it comes to local vs. foreign content.
“English-speaking markets are losing local share to non-English language imports,” the report states, “while many non-English speaking markets show local content gaining share.”
That provides further evidence that non-English language music is on the rise across the board. In the U.S., Mexico and Chile (and, surprisingly, Ireland) had the biggest stream share gains, while Canada, the U.S. and Nigeria saw the biggest stream share declines. Canada also saw some of the highest stream share declines in the U.K., Australia, Japan and Brazil.
Canadian songwriters, however, are going strong, thanks in part to a few of pop’s biggest stars.
Canada ranks third for songwriter representation among 2024’s top 1000 most-streamed songs, again behind the U.S. and the U.K.
The Weeknd is a big reason for that position, ranking third amongst the most prolific and the most-streamed songwriters in the top 1000 streamed songs.
Pop comes out as the fastest-growing genre in the U.S., followed by rock, Latin music and country. That growth is led by a big year for women pop singers like Billie Eilish, Sabrina Carpenter — and Canada’s Tate McRae, who places at No. 9 on Luminate’s Pop Artist Rank for the U.S.
Find more on Canadian data and trends in Luminate’s Year-End Report here.
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Unison Fund Launches Relief Program For Canadian Music Workers Affected By Los Angeles Fires
Canadian music industry charity Unison Fund has launched a new support program for music workers affected by the Los Angeles fires.
The Natural Disaster Relief Program provides one-time payments of $2,500 to Canadian music workers facing losses from natural disasters, including the wildfires.
The program is the latest initiative offering support to music industry members who have suffered devastating losses in the fires, which have resulted in at least 27 deaths destroyed more than 12,000 structures. The Palisades Fire is 22% contained as of Thursday, January 16, and the Eaton Fire is 45% contained.
“With so many Canadian music professionals living and working in L.A., it was important to create a program that offers meaningful support during difficult times like these,” executive director Amanda Power tells Billboard Canada.
“The Unison Fund Natural Disaster Relief Program is our way of helping our music community, providing immediate support to help rebuild lives and livelihoods after a crisis.”
Founded in 2010, Unison provides counselling and emergency relief services to Canadian musicians and the music community. The charity previously provided emergency support during 2020 and 2021 amidst the COVID-19 pandemic, disbursing over $3.5 million in pandemic assistance.
Among the Canadians affected by the fires include Grammy-winning producer Greg Wells, who lost his home, and musicians Chantal Kreviazuk and Raine Maida who were forced to evacuate. Tim Darcy of Canadian band Cola lost his house in the fire, with friends and community members fundraising to help Darcy and his partner Amy Fort, of FSR Radio.
To qualify for the Disaster Relief Program, applicants must have worked in the music industry for five consecutive years, with a majority of their income coming from music.
Shaboozey’s “A Bar Song (Tipsy)” was the most streamed, downloaded and highest grossing song of 2024 in the United States, according to a Billboard review of Luminate’s annual report published on Wednesday (Jan. 15).
The anthemic hip-hop-infused country song generated $6.59 million from digital song sales and on-demand audio streams in the United States for the year spanning from Dec. 29, 2023 to Jan. 2, 2025, having spent a historic 19 weeks in the No. 1 spot on Billboard’s Hot 100.
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The top 10 most digitally consumed songs of 2024 as identified by Luminate generated a combined $53.4 million from on-demand audio streams, such as when the song is played on Spotify, and digital song sales, like when a digital download is purchased through Apple’s music store.
Another country crossover hit, Post Malone’s “I Had Some Help” featuring Morgan Wallen, took the No. 2 spot on Luminate’s list, and generated $5.76 million from sales and on-demand audio streams, while Benson Boone’s “Beautiful Things” came in third on that list, and generated $5.65 million. Those royalties are paid out to an artist’s record label and music publisher; Billboard was not able to determine the artists’ share of those earnings.
The remainder of the top 10 most digitally consumed songs were Teddy Swims’ “Lose Control” which earned $5.57 million; Kendrick Lamar’s “Not Like Us,” which earned $5.63 million; Sabrina Carpenter’s “Espresso,” which earned $5.2 million; Zach Bryan’s 2023 release featuring Kacey Musgraves, “I Remember Everything,” which generated $5.03 million; Tommy Richman’s “Million Dollar Baby,” which earned $4.99 million; Billie Eilish’s “BIRDS OF A FEATHER,” which earned $4.53 million; and Hozier’s “Too Sweet,” which generated $4.39 million.
Lamar’s “Not Like Us” ranked fifth, behind Swims’ “Lose Control,” on the list of most streamed and downloaded songs. However, “Not Like Us” generated slightly more money than “Lose Control” — “Not Like Us” netted $5.63 million compared to $5.57 million for “Lose Control” — because it was streamed 37.7 million more times. While “Lose Control” had more digital downloads, and a single digital download pays out more than a single stream, digital sales for both songs only totaled 430,000.
As the music industry’s leading data provider, Luminate tracks consumption data from more than 500 retailers, streaming and radio companies, among others. This top 10 list from Luminate’s report focused on digital song sales and on-demand audio streams because around 90% of music consumption activity comes from digital formats in the U.S. Luminate stripped out video streams from this year’s chart because of a change in how one company provided video data in 2024.
These 10 songs made an additional $30.3 million from video streams, programmed streams, such as a play on satellite radio, and radio airplay spins in the U.S. Including that revenue, Shaboozey’s “A Bar Song” was still the top money-making hit with $10.74 million, but Teddy Swims’ “Lose Control” came in second with $10.22 million, largely because of its success on radio and programmed streams. The songs would have also made additional revenue from sales and streams around the world, metrics that are not included in Luminate’s ranking.
Some songs did particularly well on video. Lamar’s Drake diss track “Not Like Us” had more than 216 million on-demand video streams in the U.S. last year, which generated over $1 million from master recording and publishing rights, Billboard estimates.
Here is Luminate’s full list of the top 10 songs of 2024 ranked by sales and streaming-equivalent units based on on-demand audio streams with Billboard‘s estimates on how much money each song generated from those categories.
Taylor Swift’s The Tortured Poets Department finished 2024 as the most popular album of the year in the U.S., according to music data tracking company Luminate. Meanwhile, the most-streamed song by on-demand audio streams was Shaboozey’s “A Bar Song (Tipsy),” and the most-heard song on the radio was Teddy Swims’ “Lose Control.”
Total music consumption in the U.S. – as measured in audio equivalent album units – increased by 5.6% in 2024. (View Luminate’s 2024 Year-End Music Report.)
See Luminate’s year-end top 10 albums, along with other year-end rankings and industry volume numbers, below.
But first, the fine print:
Equivalent album units – for album titles and chart rankings cited below (but not industry volume numbers) – comprise traditional album sales, track equivalent albums (TEA) and streaming equivalent albums (SEA). Each unit equals one album sale, or 10 individual tracks sold from an album, or 3,750 ad-supported on-demand official audio and video streams generated by songs from an album, or 1,250 paid/subscription on-demand official audio and video streams generated by songs from an album. Album titles and album chart rankings by equivalent album units do not include user-generated content (UGC) streams, but UGC streams are included in Luminate’s industry volume numbers. (UGC streams are not factored into any of Billboard’s weekly charts.)
For the sake of clarity, equivalent album units do not include listening to music on broadcast radio or digital radio broadcasts – including programmed streams – operating under Digital Millennium Copyright Act (DMCA) regulations. All numbers cited in this story are rounded, and reflect U.S. consumption only.
Luminate’s equivalent album unit totals include SEA and TEA for an album’s songs registered before an album’s release, but during the tracking period of Dec. 29, 2023, through Jan. 2, 2025.
Luminate began tracking music sales in 1991 when the company was known as SoundScan. Luminate’s sales, streaming and airplay data is used to compile Billboard’s weekly charts. Luminate’s 2024 tracking year ran from Dec. 29, 2023, through Jan. 2, 2025.
Luminate’s 2024 tracking year contained 53 weeks, instead of the usual 52 weeks. So, for 2024 volume comparisons to 2023, a corresponding 53-week period was used by Luminate for 2023: Dec. 30, 2022, through Jan. 4, 2024.
Highlights from Luminate’s 2024 U.S. year-end data:
Taylor Swift’s The Tortured Poets Department was Luminate’s top album of 2024 in the U.S. It’s the third time Swift has led the year-end list. She was also tops with 1989 (in 2014) and Fearless (in 2009).
Poets earned 6.955 million equivalent album units in 2024 in the U.S., according to Luminate. That’s the biggest yearly total for an album since 2015, when Adele’s third album, 25, earned 8.008 million units.
Swift is the first artist in Luminate history (1991-present) to have three different albums be a year-end No. 1.
Poets was also the top-selling album overall in the U.S. in 2024, by traditional album sales. It was also the top-selling album in each of CD, vinyl and cassette tape formats, as well as among digital download albums.
Total U.S. audio album consumption increased 5.6% in 2024.
U.S. on-demand audio streams increased 6.4% in 2024.
Shaboozey’s “A Bar Song (Tipsy)” was the most-streamed song in the U.S. in 2024 by on-demand audio streams: 912.7 million.
U.S. vinyl album sales increased by 4.3% in 2024.
Seven of the year’s top 10-selling albums were K-pop projects.
Digital track sales declined for a 12th year in a row in the U.S. in 2024.
Teddy Swims’ “Lose Control” was the biggest song at U.S. radio in 2024: 3.250 billion audience impressions.
Swift’s The Tortured Poets Department debuted at No. 1 on the Billboard 200 chart dated May 4, 2024, and has spent 17 nonconsecutive weeks atop the tally (through its most recent week at No. 1 on the chart dated Dec. 21). The last album by a woman to spend as many weeks at No. 1 was Adele’s 21, which earned 24 nonconsecutive weeks on top in 2011-12.
Poets is the third Swift album to be named Luminate’s year-end No. 1 album, following 1989 (2014) and Fearless (2009). In both 2014 and 2009, the year-end list was based solely on traditional album sales. In 2015, the year-end ranking started being based on equivalent album units.
Since Luminate began electronically tracking music consumption in 1991, Swift is the first artist to have three different albums be Luminate’s year-end No. 1. Adele is the only other act to have the year-end top album in three different years, but Adele did it with two albums: 21 (2011-12) and 25 (2015).
Poets is the first album not by a solo male to be Luminate’s year-end No. 1 since 2015, when Adele’s 25 was tops.
Poets earned 6.955 million equivalent album units in 2024 in the U.S., according to Luminate. That’s the biggest yearly total for an album since 2015, when Adele’s third album, 25, earned 8.008 million units. (Previous to Poets, the last album to clear 6 million units in a single year was 25.)
Half of Poets’ 2024 units was generated by traditional album sales (3.491 million of 6.955 million) – via purchases of physical (CD, cassette and vinyl) and digital download albums. Streaming equivalent album (SEA) units comprise 3.434 million and track equivalent album (TEA) units comprise 30,000. Poets was also the most-streamed album of 2024, by total on-demand official streams generated by its songs, with 4.490 billion streams.
Poets was initially released on April 19 as a standard 16-song digital download album, as well as in an array of 17-song physical configurations. Two hours after the album dropped, Swift issued an expanded 31-song edition of the album, dubbed The Tortured Poets Department: The Anthology, which added 15 additional songs. However, the Anthology edition was only available as a digital download and streaming set until Nov. 29, when its CD and vinyl editions became available for purchase exclusively through Target. The Target CD and vinyl additionally boast four bonus acoustic tracks (which were previously released in other alternate versions of the album). All told, more than 40 variants of Poets were released to U.S. customers in 2024, across CD, vinyl, cassette and digital download album versions.
Poets yielded 10 top-10 charting songs on the Billboard Hot 100 chart, including the No. 1 “Fortnight,” featuring Post Malone.
Rounding out Luminate’s year-end top 10 albums are titles by Morgan Wallen, Sabrina Carpenter, SZA, Billie Eilish, Noah Kahan, Chappell Roan, Zach Bryan, and Future and Metro Boomin.
TOP 10 ALBUMS OF 2024 IN U.S., BY TOTAL EQUIVALENT ALBUM UNITS1. Taylor Swift, The Tortured Poets Department (6.955 million)2. Morgan Wallen, One Thing at a Time (3.183 million)3. Sabrina Carpenter, Short n’ Sweet (2.491 million)4. SZA, SOS (2.473 million)5. Billie Eilish, Hit Me Hard and Soft (2.259 million)6. Noah Kahan, Stick Season (2.213 million)7. Chappell Roan, The Rise and Fall of a Midwest Princess (1.946 million)8. Morgan Wallen, Dangerous: The Double Album (1.895 million)9. Zach Bryan, Zach Bryan (1.723 million)10. Future & Metro Boomin, We Don’t Trust You (1.606 million)Source: Luminate, for the tracking period Dec. 29, 2023, through Jan. 2, 2025. UGC streams are not included in this chart, but are included in Luminate’s on-demand streaming charts (below).
TOTAL U.S. AUDIO ALBUM CONSUMPTION INCREASES 5.6%: Audio equivalent album units increased by 5.6% in 2024, to 1.1 billion. For this figure, audio equivalent album units comprise traditional album sales (excluding independent retail sales*), track equivalent albums (TEA) and streaming equivalent albums (SEA, excluding video streams). Each unit equals one album sale, or 10 individual tracks sold from an album, or 3,750 ad-supported on-demand official audio streams generated by songs from an album, or 1,250 paid/subscription on-demand official audio streams generated by songs from an album.
*Note: There was a change in methodology behind Luminate’s independent retail store reporting beginning in January 2024, and, in turn, independent retail physical sales under the new methodology for 2024 are isolated and no trending analysis is provided versus 2023. So, any year-over-year album sales volume excludes independent retail physical sales, including the “total U.S. audio album consumption” figure above. Independent retail sales are included in all figures for individual album titles throughout this story.
TAYLOR SWIFT’S ‘TORTURED POETS’ IS 2024’S TOP-SELLING ALBUM: Poets is also by far the top-selling album of 2024, with 3.491 million copies sold across all configurations (physical and digital purchases combined: CD, vinyl LP, cassette, digital download album). That makes it the highest-selling album of any calendar year in the U.S. since 2015, when Adele’s 25 sold 7.441 million copies. See the top 10-selling albums, below.
Poets’ sales were so big that it outsold the year’s Nos. 2-8 top sellers combined.
TOP 10-SELLING ALBUMS OF 2024 IN U.S. (PHYSICAL & DIGITAL SALES COMBINED)1. Taylor Swift, The Tortured Poets Department (3.491 million)2. Billie Eilish, Hit Me Hard and Soft (570,000)3. Travis Scott, Days Before Rodeo (493,000)4. Sabrina Carpenter, Short n’ Sweet (484,000)5. Chappell Roan, The Rise and Fall of a Midwest Princess (472,000)6. Stray Kids, ATE (449,000)7. Taylor Swift, 1989 (Taylor’s Version) (414,000)8. ENHYPEN, Romance: Untold (378,000)9. Taylor Swift, Lover (343,000)10. Beyoncé, Cowboy Carter (329,000)Source: Luminate, for the tracking period Dec. 29, 2023, through Jan. 2, 2025.
An album by Swift has been the year’s top-seller in seven of the last 11 years: Poets in 2024, 1989 (Taylor’s Version) in 2023, Midnights in 2022, Folklore in 2020, Lover in 2019, Reputation in 2017 and 1989 in 2014. She also had the year’s top seller in 2009 with Fearless. Swift is the only act to have the top-selling album of the year at least eight times since Luminate began tracking sales in 1991.
Poets was also the year’s top-selling album on CD (1.512 million), vinyl (1.489 million), digital download (465,000) and cassette (24,000).
As mentioned earlier in this story, Poets was available across more than 40 different variants in the U.S. in 2024 – helping its sales figures. In total, there have been 15 CD editions, seven vinyl variants, four cassettes, and 19 digital download versions. Most versions contain at least one bonus track (ranging from bonus studio songs to acoustic or live renditions of songs from the album).
Taylor Swift sold the most albums of any act in 2024 in the U.S., as her collected catalog of albums sold 6.003 million copies (across all configurations, physical and digital combined). The second-biggest act, by album sales in 2024, was Stray Kids, with 1.009 million sold. Swift and Stray Kids were also the Nos. 1 and 2-selling acts, by album sales, in 2023.
PHYSICAL & DIGITAL ALBUM SALES DECLINE: Luminate reports that physical album sales – excluding independent retail store sales – declined 1% in 2024 to 55.6 million. (Indie store sales are excluded from this year-over-year album sales volume comparisons due to a methodology change, as noted earlier in this story, behind Luminate’s independent retail store reporting in 2024 versus 2023.) Digital album sales fell 9.5% in 2024 to 16.8 million.
VINYL ALBUM SALES INCREASE 4.3%: Luminate’s year-end report reveals that U.S. vinyl album sales increased 4.3% in 2024 as compared to 2023, when excluding independent retail store sales (due to the methodology change noted above in this story). In 2023, industry-wide, vinyl sales increased for an 18th consecutive year.
TOP 10-SELLING VINYL ALBUMS OF 2024 IN U.S.1. Taylor Swift, The Tortured Poets Department (1.489 million)2. Billie Eilish, Hit Me Hard and Soft (340,000)3. Chappell Roan, The Rise and Fall of a Midwest Princess (336,000)4. Sabrina Carpenter, Short n’ Sweet (291,000)5. Taylor Swift, 1989 (Taylor’s Version) (200,000)6. Taylor Swift, Folklore (267,000)7. Taylor Swift, Midnights (188,000)8. Taylor Swift, Lover (185,000)9. Fleetwood Mac, Rumours (178,000)10. Olivia Rodrigo, Guts (175,000)Source: Luminate, for the tracking period Dec. 29, 2023, through Jan. 2, 2025.
The Tortured Poets Department was the top-selling vinyl LP of 2024, with 1.489 million sold – more than four times the number of copies that the second-biggest vinyl set of the year, Billie Eilish’s Hit Me Hard and Soft, sold: 340,000. Poets is only the second album to sell a million copies on vinyl in a calendar year since Luminate started tracking sales in 1991. Swift’s own 1989 (Taylor’s Version) was the first, in 2023, with 1.014 million copies sold on wax that year.
Poets scored the single-largest sales week for a vinyl album in the modern era (since Luminate began tracking data in 1991) with its opening sales week of 859,000.
Swift finished 2024 with five of the top 10-selling vinyl albums. Further, her catalog of albums sold 2.935 million copies on vinyl in 2024 – the most of any artist. (Billie Eilish was the second-biggest selling act on vinyl in 2024, with 520,000 sold.)
K-POP CONTINUES TO DOMINATE CD TOP SELLERS: Seven of the year’s top 10-selling CD albums are by K-pop acts, while efforts from Taylor Swift and Billie Eilish are the lone non-K-pop projects among the top 10 best sellers. Swift’s The Tortured Poets Department is the top-selling CD album, with 1.512 million copies sold. A year ago, seven of the top 10 sellers were also K-pop titles. All of the titles in the 2024 year-end top 10 ranking below profit from their availability across multiple collectible editions aimed at superfans.
TOP 10-SELLING CD ALBUMS OF 2024 IN U.S.1. Taylor Swift, The Tortured Poets Department (1,512,000)2. Stray Kids, ATE (442,000)3. ENHYPEN, Romance: Untold (363,000)4. ATEEZ, GOLDEN HOUR: Part.1 (250,000)5. Stray Kids, HOP (248,000)6. TOMORROW X TOGETHER, minisode 3: TOMORROW (240,000)7. ATEEZ, GOLDEN HOUR: Part. 2 (225,000)8. Taylor Swift, 1989 (Taylor’s Version) (175,000)9. TWICE, With YOU-th (174,000)10. Billie Eilish, Hit Me Hard and Soft (165,000)Source: Luminate, for the tracking period Dec. 29, 2023, through Jan. 2, 2025.
ON-DEMAND AUDIO STREAMS UP 6.4%: Total U.S. on-demand audio streams (inclusive of UGC streams) grew 6.4% in 2024 to 1.4 trillion. (Note: UGC streams are included in Luminate’s industry streaming on-demand volume numbers and its year-end streaming song charts. UGC streams are not factored into any of Billboard’s weekly charts.)
TOP 10 MOST STREAMED SONGS OF 2024 IN U.S., ON-DEMAND AUDIO1. Shaboozey, “A Bar Song (Tipsy)” (912.7 million)2. Kendrick Lamar, “Not Like Us” (823.5 million)3. Post Malone featuring Morgan Wallen, “I Had Some Help” (822.9 million)4. Benson Boone, “Beautiful Things” (800.5 million)5. Teddy Swims, “Lose Control” (785.8 million)6. Sabrina Carpenter, “Espresso” (758.9 million)7. Zach Bryan featuring Kacey Musgraves, “I Remember Everything” (739.5 million)8. Tommy Richman, “Million Dollar Baby” (731.3 million)9. Billie Eilish, “Birds of a Feather” (660.7 million)10. Hozier, “Too Sweet” (630.9 million)Source: Luminate, for the tracking period Dec. 29, 2023, through Jan. 2, 2025. Includes UGC streams.
DIGITAL TRACK SALES DROP FOR 12TH YEAR IN A ROW: Digital track sales declined for a 12th year in a row, falling 12.8% to 118.77 million in 2024 (down from 136.20 million in the comparable 53-week period of 2023). The top-selling digital song of 2024 was Shaboozey’s “A Bar Song (Tipsy),” with 480,000 sold. It was the third year in a row that no song sold at least a half-million downloads. Prior to 2022, it last happened in the early days of downloading, in 2004 (the first full year of the iTunes Store, which launched in mid-2003).
2024 also marks the third year in a row that no song sold at least 1 million downloads. Before 2022, the industry last had a year without a million-selling download in 2005.
TOP 10-SELLING DIGITAL SONGS OF 2024 IN U.S.1. Shaboozey, “A Bar Song (Tipsy)” (480,000)2. Teddy Swims, “Lose Control” (311,000)3. Benson Boone, “Beautiful Things” (293,000)4. Post Malone featuring Morgan Wallen, “I Had Some Help” (252,000)5. Beyoncé, “Texas Hold ‘Em” (192,000)6. Hozier, “Too Sweet” (162,000)7. Jelly Roll, “I Am Not Okay” (152,000)8. Jimin, “Who” (131,000)9. Sabrina Carpenter, “Espresso” (125,000)10. Kendrick Lamar, “Not Like Us” (121,000)Source: Luminate, for the tracking period Dec. 29, 2023, through Jan. 2, 2025.
TEDDY SWIMS’ ‘LOSE CONTROL’ DOMINATED AIRWAVES: Teddy Swims’ “Lose Control” was the most popular song on radio in 2024, with 3.260 billion audience impressions earned across all monitored radio stations in the U.S. Audience impressions are measured by cross-referencing plays with Mediabase, Nielsen Audio and/or Luminate Metro Radio Streaming audience data – i.e., a play of a song on a top-rated New York station at 8 a.m. on a Monday has more listeners (audience) than an overnight weekend play in a smaller city.
TOP 10 RADIO SONGS OF 2024 IN U.S. (BASED ON AUDIENCE IMPRESSIONS)1. Teddy Swims, “Lose Control” (3.250 billion)2. Shaboozey, “A Bar Song (Tipsy)” (2.767 billion)3. Post Malone featuring Morgan Wallen, “I Had Some Help” (2.591 billion)4. Benson Boone, “Beautiful Things” (2.565 billion)5. Hozier, “Too Sweet” (2.436 billion)6. Jack Harlow, “Lovin’ On Me” (2.325 billion)7. Sabrina Carpenter, “Espresso” (2.253 billion)8. Doja Cat, “Agora Hills” (2.098 billion)9. Taylor Swift, “Cruel Summer” (2.054 billion)10. Luke Combs, “Fast Car” (1.993 billion)Source: Luminate, for the tracking period Dec. 29, 2023, through Jan. 2, 2025.
Billboard‘s data partner Luminate has launched a new tool designed to measure artists’ influence for brand partnerships and more, the company announced Tuesday (Oct. 8).
Informed by Luminate’s industry-leading streaming data — which is pulled from all major music streaming platforms including Spotify, Apple Music and Amazon Music — along with its global consumer research insights, the tool, dubbed the Luminate Index, will provide “influence scores” for artists based on five areas: their music streaming footprint; their social media footprint; public awareness of the artist; their public appeal; and overall fan engagement in relation to their live shows and other events.
The tool was developed to allow brands, agencies, labels and others to help evaluate artists in terms of partnerships, endorsements, marketing campaigns, creative integration and more.
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According to Luminate, the 10 highest artist scores from the first iteration of the Luminate index for Q3 of 2024 are (out of 100):
Taylor Swift, 100
Adele, 92
Beyoncé, 91
Elton John, 90
Rihanna, 90
Eminem, 89
Shakira, 88
Ariana Grande, 88
Lady Gaga, 88
Dolly Parton, 87
In addition to the announcement of the index, Luminate revealed a new deal through which it will provide high-level insights and consultation to Sony Audio. According to a press release, Luminate has been “tasked with aligning deeper cultural connections between the [Sony] brand with relevant audiences across all forms of entertainment.”
“Existing at the center of all things entertainment and data, Luminate is uniquely positioned to see and analyze information that is invaluable in identifying cultural trends,” said Rob Jonas, CEO at Luminate, in a statement. “Beyond measurement, a job we take very seriously when it comes to verifying final data for the weekly Billboard Charts and the new Streaming Original Charts with Variety, we are a company that can extract insights across all areas of entertainment and fan engagement. Our goal with this new tool is to provide artists, brands, labels, talent representatives and more with intelligence that will allow them to make more informed business decisions.”
Added Jordy Freed, head of brand, business development & strategy, personal entertainment business at Sony Corporation of America: “As an audio brand heavily focused on music, entertainment, and culture, verifiable proprietary data has never been more important given the current speed of trends. Luminate is a proven leader in harnessing data and insights to demonstrate tangible customer behavior across music, film, and television. We are incredibly excited to be a ‘Day-One’ Luminate brand partner, which equips us with invaluable tools to strengthen our cultural compass and benchmark our investments connecting to fandoms.”
You can learn more about the Luminate Index here.
Latin music is the fastest-growing core music genre in the U.S., according to Luminate’s 2024 Midyear Music Report, released last week. And the power driver behind the growth is regional Mexican music.
When ranking by share point growth for the first half of 2024 compared to the first half of 2023, Latin music outpaced genres like country, pop and rock. Latin — which is not a genre per se, but is the name given to music performed predominantly in Spanish — registered a 15.1% growth in on-demand audio streaming volume. This resulted in a total share point growth of 0.51% for the first half of 2024, far more than rock and pop (whose share growth was less than 0.3%) or country and Christian (with a less than 0.2% share growth).
Latin music’s growth has been fueled by two major factors. One is the growth of regional Mexican music, which is now the largest Latin subgenre in the U.S. The other is the fact that new music releases are streamed at a far bigger scale in Latin than in any other genre of music, suggesting that young Latin listeners are over-consuming music, a fact that has been measured by Luminate in different Latin countries before.
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Luminate
Courtesy of Luminate
According to Luminate, on-demand audio streams of regional Mexican music for the first half of 2024 stood at 13.2 million streams. That was more than Latin pop (12 million streams), Latin rhythm (10.8 million streams) and Latin tropical (2.4 million streams).
When looking at Luminate’s comparison of the “release age” composition for genre, Latin’s consumption of current music — music released within the prior 18 months — outpaces all other genres significantly. Latin genre streaming leans the most current at 35%, followed by country at around 30%. In comparison, R&B/hip-hop current streaming is at 25%. By the same token, deep catalog streaming — defined by Luminate as music older than 60 months — is lowest for Latin (close to 40%) when compared to other genres; in rock, for example, 70.5% of streams come from music older than 60 months.
The stats for Latin music are even more remarkable considering that 32% of its streams come from ad-supported on-demand video or audio, more than all other genres. This means the number of average streams needed to equal an album equivalent is higher for Latin than for other kinds of music, whose streaming consumption of premium streams is higher.
Regional Mexican, which encompasses a broad range of Mexican music subgenres, including norteño, banda, mariachi and corridos, had been the leading subgenre of Latin music in the U.S. for decades, in part because people of Mexican descent account for the vast majority of the Latin population in the country. According to the Pew Research Center, in 2022, there were approximately 37.4 million people of Mexican origin living in the United States, making up nearly 60% of the country’s Hispanic population, a percentage that’s remained relatively unchanged for decades.
Luminate
Courtesy of Luminate
But when reggaetón took over Latin music’s charts 20 years ago, the popularity of regional Mexican declined. Now, fueled by an infusion of brash new acts, regional Mexican is dominating charts and consumption.
According to Luminate, four Latin artists earned more than 100 million U.S. on-demand audio streams through the first half of 2024. Outside of Bad Bunny, who is the No. 1-streaming Latin music artist overall, those other three were Regional Mexican artists: Peso Pluma, Fuerza Regida and Junior H.
The growth of regional Mexican in the U.S. reflects a broader international trend. According to the report, Mexico is the top country to grow in global audio streaming share (based on artist country of origin), jumping from 5.29% in 2023 to 6.03% in 2024.
This suggests the base of Mexican music, and Mexican fandom, is not only strong, but has vast room for growth, continuing to fuel consumption in the U.S. and beyond.
At the midway point of 2024, the recorded music business is in fine form. Streaming is growing, physical purchases remain strong and download purchases are so few that any declines are barely noticeable amidst streaming’s success.
Billboard has already reported the major takeaways from Luminate’s midyear report — you can read a main article here and a follow-up article with more observations here — but a document filled with so much data, augmented by market research, merits another story. Below you can find five additional insights from the report (which you can download a copy of here).
Putting Digital Into Perspective
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Digital’s share of the market rose slightly to 95.3% of equivalent album units (EAUs), up from 95.2% at midyear 2023, 92.3% at midyear 2022 and 91.2% at midyear 2021. If that seems higher than some other figures you’ve spotted at Billboard, don’t worry. Because Luminate tracks only sales and purchases, comparing its data to other available data is like comparing apples and oranges. Public companies that report recorded music revenues have a lower digital share than Luminate’s consumption-based numbers. At Universal Music Group, digital’s global share was 69.8% in 2023, while at Warner Music Group it was 67.0%. Those companies’ digital shares are lower than what’s found in the Luminate report for a couple reasons. First, both companies get more than 10% of their recorded music revenue from physical sales globally (16% for UMG, 11% for WMG). Second, music companies group record labels with merchandise, various licensing revenues and expanded rights revenues — things not tracked by Luminate
Luminate’s digital share is also higher than the RIAA’s widely observed industry numbers, which had digital at 86.4% of recorded music revenue in the U.S. in 2023. But the RIAA tracks a few things that Luminate doesn’t. That includes SoundExchange collections (encompassing satellite radio and cable music services such as Music Choice and Stingray), which last year accounted for 5.8% of total revenue; and synchronization royalties, which accounted for 2.4%.
Long Live the Album
Not many years ago, the album was declared dead and some people predicted single-track releases would become standard. Sure, the album has been forever unbundled, and artists tend to release individual tracks ahead of an album’s release. Yet the format continues to thrive. At the midway point of 2022, four albums had more than 1 million equivalent album units. Last year, five albums had surpassed that threshold by June 30. And this year, seven albums topped 1 million EAUs.
As Billboard’s Dan Rys noted earlier this week, this year’s top album, Taylor Swift’s The Tortured Poets Department, did especially well, boasting 2.6 times as many EAUs as the No. 2 album, Morgan Wallen’s One Thing at a Time. To be fair, though, One Thing at a Time has had incredibly longevity: It was the No. 1 album in the first half of 2023, and its 3.31 million EAUs in that period were only 29% less than TTPD’s 4.67 million units in the first half of 2024.
Notably, sales are a major part of the consumption pie for some of the top albums. In the case of TTPD, more than half (53%) of total EAUs came from purchases. Beyoncé’s Cowboy Carter, the No. 4 album, got 23.3% of EAUs from purchases.
Catalog Didn’t Kill Current Music
Catalog’s share of total EAUs was 72.8% — exactly equal to the prior-year period. This ends a run of increasing catalog market share that led to much — and some might say unnecessary — handwringing over the popularity of current music being released by record labels. By comparison, catalog’s share was 72.4% at midyear 2022 and 69.4% at midyear 2021. (Luminate classifies catalog music as being more than 18 months old.) Not all catalog music could be considered “old,” of course. Swift’s 2019 album Lover, which was No. 10 overall and No. 5 in album sales at the midyear mark this year, falls into the catalog category. So does her 2020 album Folklore, which ranked No. 8 in album sales. SZA’s SOS, released in December 2022, reached catalog status in June even though it was the No. 5 album on the midyear 2024 chart with 1.06 million EAUs. These are examples of “shallow” catalog that have achieved a degree of longevity, not “deep” catalog such as reissues and golden oldies.
Latin Music Has a Chart Disadvantage
Latin music streaming is 32% ad-supported, far below the 19.6% average for all genres and less than half the 12.9% of country music. That matters for both chart position and industry revenues, as premium streams produce greater per-stream royalties than ad-supported streams. In addition, premium streams are weighted more heavily when determining chart position. To compare albums and tracks that are consumed in a variety of formats — physical albums, downloads and streams — Luminate converts streams into EAUs, and ad-supported streams convert to EAUs at a lower rate than premium streams do. It makes sense: Ad-supported streams produce lower per-stream royalties than premium streams. Given Latin music’s relatively high percentage of ad-supported streams, that’s bad news for the genre, whose streams convert to EAUs at about 1,500 streams per EAU — much higher than country and pop, which have the lowest genre conversion rate at about 1,360 streams per EAU. Latin’s high proportion of ad-supported streaming also matters because it tends to under-index in terms of sales: No other genre has lower digital track sales, digital album sales and physical album sales as a percentage of EAUs.
Big Populations, Small Revenue
Developing markets have huge populations but relatively little revenue. India, which has a population of 1.4 billion and 659 million smartphone users, has the lowest proportion of premium streams in the 49 countries tracked by Luminate: Just 9.7% of all on-demand audio and video streams in the country are premium streams, which means 92.3% of all streams come from ad-supported streaming. With a population of 275 million, Indonesia is the fourth most-populated country worldwide, but in terms of music streaming, the country has the second-lowest proportion of premium streams at 15.5%. Globally, the average premium share is 57.5% and is highest in European countries, including Norway (93.5%), Iceland (92.9%), Sweden (89.6%), Netherlands (87.6%) and Denmark (87.1%).
In several different ways, the modern era of the U.S. recorded music business can date its origins to the year 2015. That was the year that Apple Music and TIDAL debuted in the United States; the year that streaming finally matured, taking up the baton as the dominant revenue stream among all formats in the country; and the year that, after more than a decade of decline, the business finally began to see its first shoots of growth, kicking off an upward trend that has still, 10 years later, not abated.
This week, Luminate released its annual midyear report on the U.S. business, providing a relatively convenient bookend to the first 10 years of what can reasonably be referred to as the official streaming era. The midyear charts threw up a few surprises (the enduring success of Benson Boone’s “Beautiful Things” led to it becoming the most-streamed song of 2024 so far) and some more obvious conclusions (Taylor Swift, of course, dominated the album charts with The Tortured Poets Department).
But it also revealed several milestones and achievements that have not happened in the past 10 years of the Luminate (and, prior to it, MRC Data and Nielsen) reports. So with the caveat that it’s still just the midway mark, and release dates and other factors weigh more heavily in smaller sample sizes, here are five stats that demonstrate that the first half of 2024 has been the most unusual year of the past decade.
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The Sheer Scale of Taylor’s Dominance
Swift’s Tortured Poets Department easily outstripped every other album at the midyear mark, having spent 12 of the 26 weeks of the year so far atop the Billboard 200. But at the midyear mark, its dominance could also be referred to as historic compared to the past 10 years. At 4.66 million equivalent album units, TTPD has outstripped the No. 2 album, Morgan Wallen’s One Thing At a Time, by more than double — and nearly triple — the latter’s 1.776 million, with a total that’s 2.62 times higher than Wallen’s album (which, to be fair, was released in March 2023).
That’s the first time in the past decade that the No. 1 album’s first-half total doubled, much less more than doubled, the No. 2 album. The differential between the two, 2.884 million units, is over 1.5 million more than the disparity between any other top two albums over the time period, with 2023 being the only other year the disparity topped 1 million units. (Last year, Wallen’s One Thing At a Time came in at 3.312 million units, 1.33 million more than SZA’s SOS.) The closest race of the past 10 years? That’d be in 2017 when Kendrick Lamar’s DAMN. edged out Ed Sheeran’s divide by just 23,000 units at the midway mark.
The No. 1 Song Didn’t Reach No. 1 on the Hot 100
Boone’s “Beautiful Things” was an early breakout story this year, as the singer seemed to explode out of nowhere with the biggest hit of his career so far. The song got off to a flying start, debuting at No. 15 on the Billboard Hot 100 in January — and then spent all but two weeks in the top 10 of the chart, landing at No. 1 for the most-streamed song of the year so far on Luminate’s mid-year tally.
The only quirk? “Beautiful Things” peaked at No. 2 on the Hot 100, never quite reaching No. 1. Given that, it may seem odd that it finished No. 1 in streams at the midyear point, though that can be explained by its sustained dominance in the top 10 and its early-year debut, which gave it the full six months to rack up all those streams. What is odd, however, is that it’s the only song in the past decade that landed at No. 1 at the midyear mark and also never reached the top of the Hot 100. In fact, every other year since 2015, the top song halfway through the year had spent at least five weeks in the top slot — ranging from the Encanto cast’s “We Don’t Talk About Bruno” in 2022 (five weeks) to Mark Ronson and Bruno Mars’ “Uptown Funk!” in 2015, which hit 14 weeks. (Lil Nas X’s “Old Town Road,” No. 1 at the halfway mark in 2019, ultimately spent 19 weeks at No. 1, though it was only halfway through that run at the midyear point.)
Midyear No. 1 Songs by On-Demand Streams (Weeks at No. 1)2023: Miley Cyrus, “Flowers” (8 weeks)2022: Encanto Cast, “We Don’t Talk About Bruno” (5 weeks)2021: Olivia Rodrigo, “Drivers License” (8 weeks)2020: Roddy Ricch, “The Box” (11 weeks)2019: Lil Nas X’s “Old Town Road” (19 weeks)2018: Drake, “God’s Plan” (11 weeks)2017: Ed Sheeran, “Shape Of You” (12 weeks)2016: Rihanna feat. Drake, “Work” (9 weeks)2015: Mark Ronson feat. Bruno Mars, “Uptown Funk!” (14 weeks)
Warner Records Lands Top 3 Songs
About those top-streamed songs? Boone’s was No. 1, followed by Zach Bryan feat. Kacey Musgraves with “I Remember Everything” and Teddy Swims’ “Lose Control” at Nos. 2 and 3. All of those songs were released by Warner Records, giving the label a trifecta. No other label has had the top three songs at the midyear mark in the past decade, giving Warner sole possession of the feat in this era.
A few labels have come close, however: in 2022, Atlantic Records had the top song (“We Don’t Talk About Bruno”), the No. 4 song (Kodak Black’s “Super Gremlin”) and had one of its stars, Jack Harlow, on the No. 2 song (Lil Nas X and Harlow’s “Industry Baby”, which was released on X’s label Columbia). In 2018, Republic Records had three of the top four, with one of its artists, Drake, on the No. 3 song: Blocboy JB feat. Drake, “Look Alive.” However, “Look Alive” came out on Drake’s label OVO Sound, which was distributed by Warner at the time. In 2016, Def Jam had Nos. 2 and 3 (Desiigner’s “Panda” and Justin Bieber’s “Sorry,” respectively) and a distribution deal with Roc Nation, which put out the No. 1 song, Rihanna’s “Work” featuring Drake — though Def Jam didn’t technically release it.
Republic Records Lands Top 3 Albums
Not to be outdone, the top of the midyear albums chart also threw up a trifecta for a label: Republic Records, which released Swift and Wallen’s albums (the latter in partnership with Big Loud), as well as the No. 3 album, Noah Kahan’s Stick Season (in partnership with Mercury). Somewhat surprisingly, given Republic’s recent dominance in the market share standings as well as the overall dominance of Wallen and Swift in recent years, this is the first time Republic has taken the top three slots at the midyear mark — and, over the past decade, the only time any label has held down the top three at this point in the year.
The only time another label came close was, unsurprisingly, Republic. In 2023, the label had four of the top five albums of the year at the midway mark, but it was thwarted from claiming the top three by SZA’s SOS, which was released by Top Dawg/RCA.
Just Five Albums in the Top 10 Came Out Within the Past 12 Months
The top 10 albums chart by equivalent units served up plenty of familiar titles this year: Swift, Wallen, Kahan, SZA and Bryan, as well as albums from Beyoncé (Cowboy Carter, No. 4) and Future & Metro Boomin (We Don’t Trust You, No. 6). But incredibly, only five of the top 10 were released within the past 12 months: Swift’s TTPD, Beyoncé’s Carter and Future & Metro’s Trust, all of which came out in 2024. Bryan’s self-titled album, which finished at No. 8, was released last August, while Swift’s No. 9-ranking 1989 (Taylor’s Version), a re-recording of an album that came out in 2014, was released last October. That’s the fewest number of titles in the top 10 of any midyear consumption chart in the past 10 years to have been released within the prior 12 months (dating back to the midyear mark of the year before), with no other year going back to 2015 serving up fewer than six.
In fact, that number has been steadily dropping for a half-decade now: Since 2019, when nine of the top 10 were released within the prior 12 months, there have been nine (2020), seven (2021), seven (2022) and six (2023) in the top 10. (In 2017, all 10 fit the criteria.) The streaming era has done many things for the music business, but one thing it has done more than any other is to expose people’s listening habits rather than buying habits. And the consumption numbers of current (releases within the past 18 months) vs. catalog (releases older than 18 months) have borne out the by-now long-established trend that catalog rules consumption: This year, Luminate calculated that catalog listening accounted for 72.8% of listening share, a figure that remained the same as it was at the midway point in 2023.
But the sheer staying power of some of these top 10 albums is what’s most impressive. Wallen’s One Thing At a Time is over a year old by now; but his 2021 album, Dangerous: The Double Album, is still at No. 7. SZA’s SOS, No. 2 at the midyear mark last year, came in at No. 5. Kahan’s Stick Season originally came out in October 2022. 1989 (Taylor’s Version) is a collection of songs that, in their original form, date back a decade. And at No. 10, Swift’s Lover is approaching its fifth anniversary in August.
Will the charts remain so static in the future? Is it a product of the maturation of the streaming age? Or is it just that these albums are simply so dominant that they elbowed out all others? It’s something to keep an eye on.
In the first half of 2024 in the United States, Taylor Swift’s The Tortured Poets Department was the most popular album, while Benson Boone’s “Beautiful Things” was the most-streamed song (by on-demand audio streams), respectively, according to data tracking firm Luminate.
Read more about midyear metrics in the 2024 Luminate Midyear Music Report.
‘Poets’ Perched on Top: For the tracking period of Dec. 29, 2023, through June 27, 2024, Swift’s The Tortured Poets Department was the most popular album in the U.S. The pop superstar’s studio set was released on April 19 via Republic Records and earned 4.66 million equivalent album units in the first half of 2024. (See full top 10 chart, below.) Poets spent its first 12 weeks atop the weekly Billboard 200 chart – the first album by a woman to spend its first 12 weeks at No. 1.
Poets is also the top-selling album, by traditional album sales, at the midyear point, with 2.47 million sold. The set is the top-selling album on CD (1.07 million), vinyl (988,000) and digital download (395,000) of 2024’s first six months.
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The most-streamed song by on-demand audio streams (inclusive of user-generated content [UGC] streams) was Boone’s breakout hit “Beautiful Things,” with 448.7 million clicks in the first six months of the year. “Beautiful Things,” released via Night Street/Warner Records, marked Boone’s first top 40-charting hit on the weekly Billboard Hot 100 chart, and peaked at No. 2 on the tally in March.
Equivalent album units – for album titles and chart rankings cited below (but not industry volume numbers) – comprise traditional album sales, track equivalent albums (TEA) and streaming equivalent albums (SEA). Each unit equals one album sales, or 10 individual tracks sold from an album, or 3,750 ad-supported on-demand official audio and video streams generated by songs from an album, or 1,250 paid/subscription on-demand official and audio streams generated by songs from an album.
Equivalent album units cited for album titles in this story, and in the “Midyear Top 10 Albums in U.S.” chart do not include user-generated content (UGC) streams. UGC streams are included in Luminate’s industry volume numbers and its midyear song streaming rankings. (UGC streams are not factored into any of Billboard’s weekly charts.)
For the sake of clarity, equivalent album units do not include listening to music on broadcast radio or digital radio broadcasts. All numbers cited in this story are rounded, and for the U.S. only. Programmed streams are not included in any of the data in this story.
Luminate (formerly MRC Data, Nielsen Music and SoundScan) began tracking music consumption in 1991. Luminate’s sales, streaming and airplay data is used to compile Billboard’s weekly charts.
Of The Tortured Poets Department’s 4.66 million equivalent album units earned at midyear, album sales comprise 2.47 million, SEA units comprise 2.16 million (equaling 2.82 billion on-demand official audio and video streams of the 31 songs on the deluxe edition of the album) and TEA units comprise 23,000.
The top five most popular albums at the midyear point in the U.S. are The Tortured Poets Department, Morgan Wallen’s March 2023 release One Thing at a Time (1.78 million), Noah Kahan’s October 2022 release Stick Season (1.22 million), Beyoncé’s March release Cowboy Carter (1.10 million) and SZA’s December 2022 release SOS (1.06 million). In 2023, One Thing at a Time and SOS were the Nos. 1 and 3 most popular albums of the year in Luminate’s year-end report.
2024’s Midyear Top 10 Albums in U.S. (by Equivalent Album Units)1. Taylor Swift, The Tortured Poets Department (4.660 million)2. Morgan Wallen, One Thing at a Time (1.776 million)3. Noah Kahan, Stick Season (1.224 million)4. Beyoncé, Cowboy Carter (1.105 million)5. SZA, SOS (1.064 million)6. Future & Metro Boomin, We Don’t Trust You (1.046 million)7. Morgan Wallen, Dangerous: The Double Album (1.010 million)8. Zach Bryan, Zach Bryan (984,000)9. Taylor Swift, 1989 (Taylor’s Version) (953,000)10. Taylor Swift, Lover (948,000)Source: Luminate, for the tracking period Dec. 29, 2023, through June 27, 2024. UGC (user-generated content) streams are not included in this chart, but are included in Luminate’s on-demand streaming charts (below). Luminate’s equivalent album unit totals include SEA and TEA for an album’s songs registered before an album’s release, but only during the tracking period.
2024’s Midyear Top 10 Selling Albums in U.S. (Physical & Digital Album Sales Combined)1. Taylor Swift, The Tortured Poets Department (2.474 million)2. Billie Eilish, Hit Me Hard and Soft (306,000)3. Beyoncé, Cowboy Carter (257,000)4. Taylor Swift, 1989 (Taylor’s Version) (250,000)5. Taylor Swift, Lover (208,000)6. TOMORROW X TOGETHER, Minisode 3: TOMORROW (193,000)7. ATEEZ, Golden Hour: Part.1 (191,000)8. Taylor Swift, Folklore (174,000)9. TWICE, With YOU-th (174,000)10. Taylor Swift, Midnights (171,000)Source: Luminate, for the tracking period Dec. 29, 2023, through June 27, 2024.
2024’s Midyear Top 10 Selling Vinyl Albums1. Taylor Swift, The Tortured Poets Department (988,000)2. Billie Eilish, Hit Me Hard and Soft (160,000)3. Taylor Swift, 1989 (Taylor’s Version) (117,000)4. Taylor Swift, Folklore (108,000)5. Taylor Swift, Lover (106,000)6. Taylor Swift, Midnights (100,000)7. Beyoncé, Cowboy Carter (94,000)8. Taylor Swift, Evermore (88,000)9. Noah Kahan, Stick Season (87,000)10. Olivia Rodrigo, Guts (74,000)Source: Luminate, for the tracking period Dec. 29, 2023, through June 27, 2024.
Total Album Consumption Increases 7.4% at Midyear: Year-to-date, total equivalent album units grew by 7.4% (to 527.3 million) as compared to the same time frame in 2023 (491.1 million in the span of Dec. 30, 2022, through June 29, 2023). However, Luminate notes in its midyear report that due to changes in methodology and provider reporting, a trend break occurred in the first half of 2024, and they are unable to provide an accurate representation of year-over-year changes with regards to independent retail physical sales. In turn, for the above total equivalent album unit comparison, sales from independent retail stores are excluded from both the midyear 2024 and 2023 numbers above as there is no comparable historical data to provide an accurate year-over-year trend. Indie store album sales are included in the top 10 album rankings in this story. (In January 2024, Luminate retired a weighted data modeling method that previously measured physical sales in the indie retail sector. In April, Luminate launched a partnership with data provider StreetPulse to collect music sales from independent retailers.)
On-Demand Audio Streaming Up 8%, ‘Beautiful Things’ Most-Streamed Song: Boone’s “Beautiful Things” was the most-streamed song by on-demand audio streams in the first half of 2024 in the U.S. (see list, below), with 448.7 million streams (inclusive of UGC). Zach Bryan’s “I Remember Everything,” featuring Kacey Musgraves (437.3 million) and Teddy Swims’ “Lose Control” (409.7 million) round out the top three.
Total on-demand audio streams at midyear grew 8% in the U.S. as compare to the same point a year ago (665.8 billion versus 616.5 billion).
UGC streams are included in Luminate’s industry streaming on-demand volume numbers (above) and its midyear streaming song charts (below). UGC streams are not factored into any of Billboard’s weekly charts.
In general, all songs in the below charts combine the assorted remixes of a song into one overall total.
2024’s Midyear Top 10 Most Streamed Songs in U.S. (On-Demand Audio)1. Benson Boone, “Beautiful Things” (448.7 million)2. Zach Bryan featuring Kacey Musgraves, “I Remember Everything” (437.3 million)3. Teddy Swims, “Lose Control” (409.7 million)4. Tommy Richman, “Million Dollar Baby” (374.9 million)5. Future, Metro Boomin & Kendrick Lamar, “Like That” (374.9 million)6. Kendrick Lamar, “Not Like Us” (362.1 million)7. Noah Kahan, “Stick Season” (342.9 million)8. Jack Harlow, “Lovin On Me” (340.8 million)9. Shaboozey, “A Bar Song (Tipsy)” (333.1 million)10. Hozier, “Too Sweet” (333.1 million)Source: Luminate, for the tracking period Dec. 29, 2023, through June 27, 2024. Includes UGC streams.
Digital Song Sales Fall 11%: Digital song sales declined 10.9% in the first six months of 2024, falling to 61.96 million, as compared to 69.57 million sold in the first half of 2023. The top-selling digital song at the midyear point is Shaboozey’s “A Bar Song (Tipsy)” with 219,000 sold.2023’s Midyear Top 10 Selling Digital Songs in U.S.1. Shaboozey, “A Bar Song (Tipsy)” (219,000)2. Benson Boone, “Beautiful Things” (200,000)3. Teddy Swims, “Lose Control” (195,000)4. Beyoncé, “Texas Hold ‘Em” (178,000)5. Post Malone featuring Morgan Wallen, “I Had Some Help” (156,000)6. Megan Thee Stallion, “Hiss” (107,000)7. Jack Harlow, “Lovin On Me” (95,000)8. Tom MacDonald & Ben Shapiro, “Facts” (93,000)9. Eminem, “Houdini” (88,000)10. Hozier, “Too Sweet” (85,000)Source: Luminate, for the tracking period Dec. 29, 2023, through June 27, 2024.
Harlow Hot at Radio: The most-heard song on U.S. radio in the first half of 2024 was Harlow’s “Lovin On Me,” with a cumulative 1.743 million audience impressions across all formats monitored by Luminate. “Flowers,” with a cumulative 2.409 billion audience impressions across all formats monitored by Luminate. The track led Billboard’s weekly Radio Songs airplay chart for 12 consecutive weeks (from Jan. 27, 2024 through April 13, 2024).
2024’s Midyear Top 10 Radio Songs in U.S. (Based on Audience Impressions)1. Jack Harlow, “Lovin On Me” (1.743 billion)2. Teddy Swims, “Lose Control” (1.692 billion)3. Doja Cat, “Agora Hills” (1.544 billion)4. Taylor Swift, “Cruel Summer” (1.402 billion)5. Tate McRae, “Greedy” (1.388 billion)6. Luke Combs, “Fast Car” (1.248 billion)7. Tyla, “Water” (1.210 billion)8. Benson Boone, “Beautiful Things” (1.142 billion)9. Sabrina Carpenter, “Feather” (1.123 billion)10. SZA, “Snooze” (1.111 billion)Source: Luminate, for the tracking period Dec. 29, 2023, through June 27, 2024.
Halfway through 2024, it’s once again Taylor Swift’s world, and we’re all just living in it. At the midway point of the year, her Tortured Poets Department album is the biggest release of 2024 so far by a huge margin, having spent nine of the 13 weeks of the second quarter atop the Billboard 200. That helped her label, Republic Records, best the entire Warner Music Group in current market share for the year through June 27, contributing to Republic’s 15.72% mark — by far the best among individual labels.
However, Swift is far from the only factor. Republic’s market share also includes Mercury Records, Big Loud Records and Island Records (as well as indie distributor Imperial and Cash Money), and each of those labels is also on fire in the first half: Mercury’s Post Malone has collaborated with Swift, Beyoncé, Blake Shelton and Big Loud’s Morgan Wallen on big singles (the latter of which, “I Had Some Help,” spent six weeks at No. 1 on the Hot 100), while Island’s Sabrina Carpenter has dominated the singles charts of late and the same label’s Chappell Roan has emerged as one of the artist stories of the year. Each of the three labels, if broken out on their own, would have made the top 15 of the midyear current market share chart, while Island in particular logged a midyear mark (1.29%) that was more than double its share at the same point last year, and represents its highest midpoint stake since 2018.
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That surge from Republic, which is up more than 3% from the 12.42% current share it posted midway through 2023, helped boost the Universal Music Group’s industry-leading current market share up to 36.37% at the halfway mark, up from the 34.48% it had the same period last year. In turn, Sony Music Entertainment’s current share came in at 26.07%, down from 27.54% halfway through 2023; while the Warner Music Group’s 15.68% dipped from the 17.26% it enjoyed midway through last year. The indie sector, by distribution ownership, grew more than a percentage point to 21.88%, up from 20.72%. By label ownership, the indie community remained the biggest sector of the business, with a 39.12% current share and a 37.35% overall share, both of which are slightly down year over year but relatively static.
Among individual labels, beyond Republic, Interscope Geffen A&M (whose market share also includes Verve Label Group) also had a strong quarter. The label came in at 9.51% in current share, also up a large margin from the 8.08% it posted halfway through 2023, with Billie Eilish’s Hit Me Hard And Soft leading the way. Taking into account the realignment of UMG’s label structure under the Interscope Capitol Labels Group on the West Coast, within which Capitol now reports up to ICLG chief John Janick, and Republic Recording Company on the East Coast, which includes Def Jam among the additional labels that report in to Monte Lipman, ICLG’s current market share would come in at 13.54% halfway through the year, with Republic Recording Company at 16.36%.
Outside those two labels, Warner Records — which includes Warner Latin, catalog label Rhino and some share from Warner Nashville — has continued its hot streak from the first quarter, as singles by Benson Boone (“Beautiful Things”), Teddy Swims (“Lose Control”) and Zach Bryan (last year’s “I Remember Everything” with Kacey Musgraves) remain among the biggest songs of 2024. Notably, Warner’s 6.30% current share — which keeps it in third place among labels — comes even before the impact of Bryan’s latest album, The Great American Bar Scene, given that it was released after the half-year tracking period. That’s easily Warner’s best midyear mark in years and an improvement over 2023’s 5.62%, when it ranked fifth.
Coming in fourth is Atlantic, at a 5.24% current share, which is both down significantly from the 7.34% it posted halfway through 2023 and up slightly from the 5.14% current share it had in the first quarter, as Jack Harlow’s former No. 1 “Lovin On Me” remains among the top songs of the year. (Atlantic’s share includes the 300 Elektra Music Group.) Fifth place, with a 4.59% current share, belongs to RCA Records, representing a dip in share from last year’s 4.98% midyear mark but a rise in position, as it came in seventh at this point last year.
In sixth, Columbia’s current share has improved, up to 4.35% from 3.71% in Q1, as Beyoncé’s Cowboy Carter and Hozier’s No. 1 single “Too Sweet” factors in, though it’s still down from the 5.16% it held midway through last year. (Columbia’s share includes some labels from indie distributor RED.) Capitol Music Group, meanwhile — which includes Virgin Music, Motown/Quality Control, Capitol Christian, Blue Note and Astralwerks in its share — has dropped into seventh place with a 4.03% current share, down from its 6.00% 2023 mark and the 4.71% it posted in the first quarter of 2024.
A trio of Sony labels round out the top 10, though in a different order than they did in the same period of 2023. In eighth, Epic Records has capitalized on a slew of big hip-hop albums in the first half of the year from 21 Savage, Future and Metro Boomin to boost its current share to 2.78%, up significantly from the 1.82% share it held last year when it sat in 10th. Also pushing higher is Sony Latin, which came in ninth at 2.17%, up from 1.99% last year. It comes in ahead of Sony Nashville, which dropped from a 2.55% share halfway through 2023 to a 1.96% share at the midpoint of 2024.
Another big climber at the year’s midway point is Alamo, which is up to 1.78% so far this year, good for 11th and a jump from the 0.96% current share it held this time last year. (Alamo also last year launched indie distributor Santa Anna, which inked a deal with Drake’s OVO Sound label in January.) Universal’s Nashville (1.35%) and Latin (1.12%) follow in 12th and 13th, respectively, while BMG (0.93%) and Concord (0.75%) — the latter of which scored a big hit with the Pulse Music-released “Million Dollar Baby” by Tommy Richman — round out the top 15 among current market share.
In overall market share — which combines current releases (within the past 18 months) with catalog — UMG increased its lead at the top, to 38.52% over last year’s 37.98%, while Sony (27.21%) and WMG (18.22%) both dipped slightly, and the indie community by distribution ownership inched upward, to 16.05% from last year’s 15.93%.
Among the individual labels, the race is much tighter at the top in overall share, with Republic’s 10.61% beating out Interscope’s 9.88%, though both saw their share increase year over year. (The score for the UMG umbrella groups in terms of overall share: ICLG at 15.78% and Republic Recording Company at 12.45%.) Below them, Atlantic jumps to third with a 7.61% mark, leapfrogging Warner Records’ 6.74%, while the deep catalogs of Capitol (in fifth) and Columbia (in sixth) allowed their shares rise to a virtual tie at 5.90%, with Capitol edging out Columbia by five ten-thousandths of a point. RCA (5.05%), Epic (2.75%), Sony Nashville (2.02%) and UMG Nashville (1.86%) round out the top 10.
By catalog share, both UMG (39.25%) and Sony (27.60%) grew year over year, while Warner (19.07%) and the indies (14.08% by distribution ownership) both dipped slightly. Among the individual labels, Interscope takes the top slot, coming in at 10.00% even, ahead of Republic’s 8.88%, with both up slightly over their prior-year marks. Republic barely rises above Atlantic, which drops to No. 3 with an 8.41% share, while Warner Records (6.88%), Capitol Music Group (6.53%) and Columbia Records (6.42%) are closely bunched together behind, with Warner jumping past Capitol year over year. RCA comes in a solid seventh with a 5.21% share, while Epic (2.75%), Def Jam Recordings (2.25%) and Sony Nashville (2.04%) complete the top 10.
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