Latin music super fans spend over 30% more on music-related activities than other music super fans in the US (report)

MBW’s Stat Of The Week is a collection by which we spotlight an information level that deserves the eye of the worldwide music trade. Stat Of the Week is supported by Cinq Music Group, a technology-driven report label, distribution, and rights administration firm.

---

Last week’s report from the Recording Business Affiliation of America (RIAA) confirmed Latin Music grossing USD $627 million in US revenues within the first half of this yr – a 14.8% YoY development price.

Latin music’s share of total US recorded music revenues grew from 7.1% within the first half of 2022 to a brand new excessive of 7.5% within the first half of 2023, the RIAA report discovered.

Now a brand new report from US market monitor Luminate backs up this knowledge with whopping development numbers of its personal – together with knowledge displaying that Latin Music followers may very well be a very profitable income for artists and music corporations.

Based on Luminate’s newly-released Latin Music Report, on-demand audio streaming of Latin Music within the US jumped by 22.2% YoY within the first 34 weeks of 2023, to 57.9 billion streams. That compares with a 13.3% YoY enhance in streamed music within the US as an entire (see beneath).

Inside that, the Regional Mexican style confirmed the most important development, with streams up a surprising 56% YoY within the first 34 weeks of 2023, in comparison with a yr earlier, garnering a complete of 14.3 billion streams.

---

---

A number of the knowledge in Luminate’s report are updates to figures from its Mid-Yr Report for 2023, and at that time – knowledge just for the primary half of the yr – reported streaming of Regional Mexican to be up 50% YoY – suggesting the Regional Mexican development continued to speed up previously few months.

All of this implies Latin Music’s share of the music market is rising, from 4.37% of the US market in 2021, to 7.9% in 2023 (primarily based on Prime 10,000 US on-demand Audio tracks), Luminate reported – a close to doubling of its share in two years.

And naturally, this implies English-language music’s share is declining, from 94.8% of all music streams within the US in 2021, to 90.7% two years later.

This marks a major shift within the nature of the US music market. The Luminate report famous that 40% of music streamers within the US now take heed to non-English music, with Spanish (26%), French (8%), Japanese (8%) and Korean (7%) being the commonest languages apart from English.

---

---

The “Hispanic group and tradition play a big function within the style’s development, revealing new areas for music discovery,” the Luminate report said.

That creates each a problem and a chance for the music enterprise. The event of a extra linguistically numerous music panorama might show tough at occasions for an trade that has lengthy been dominated by English-language music; however, because the Luminate report exhibits, the shift holds out the promise of upper revenues to these companies prepared to grab the chance.

That’s not least as a result of Latin Music “tremendous followers” – that cohort of music customers who’ve significantly robust attachments to their favourite artists, and are prepared to spend extra on their music consumption than their counterparts in different musical genres.

---

The Luminate report discovered that Latin Music tremendous followers spend on common 30% extra on music consumption than different communities of tremendous followers within the US, and 120% greater than a mean non-super fan.

In a current report estimating the worth of a totally monetized tremendous fan group, Goldman Sachs estimated that super fans spend 80% more on music consumption than common followers; the info from Luminate suggests the upside for the music enterprise from Latin Music may very well be even bigger than that estimate.

“There are appreciable alternatives to additional monetize fandom as Latin Music Tremendous Followers exhibit ranges of ardour even increased than different US Music Tremendous Followers in key actions.”

Luminate

In comparison with different tremendous followers, Latin Music’s most enthusiastic followers are 24% extra more likely to say they “want artists supplied extra merchandise choices in order that I can present my assist for them and their work,” and are 21% extra more likely to have bought t-shirts, stickers, or different merch from musicians or artists previously yr (see beneath).

---

---

“There are appreciable alternatives to additional monetize fandom as Latin Music Tremendous Followers exhibit ranges of ardour even increased than different US Music Tremendous Followers in key actions,” the Luminate report mentioned.

Merely put, if there’s a market on the market able to make the direct-to-fan mannequin successful, Latin Music is it.

Luminate has beforehand outlined a “tremendous fan” as “a music listener aged 13+ who engages with an artist and their content material in a number of methods, from streaming to social media to buying bodily music or merch gadgets to attending reside exhibits”.

And certainly, Latin Music tremendous followers are very more likely to attend reside exhibits; two out of three surveyed by Luminate mentioned they plan to attend a reside present within the subsequent 12 months.

Cinq Music Group’s repertoire has won Grammy awards, dozens of Gold and Platinum RIAA certifications, and numerous No.1 chart positions on a variety of Billboard charts. Its repertoire includes heavyweights such as Bad Bunny, Janet Jackson, Daddy Yankee, T.I., Sean Kingston, Anuel, and hundreds more.Music Enterprise Worldwide