Nearly all Latin music revenue in the United States now comes from streaming services, as the genre continues its remarkable ascent within the American music landscape. According to recent industry data, Latin recorded music generated $490.3 million in the first half of 2025, representing a 5.9% increase from the same period in 2024. This growth outpaces the broader music market, with Latin music now accounting for 8.8% of total U.S. recorded music revenue.
Streaming platforms have become the lifeblood of Latin music‘s commercial success, contributing an astounding 98% of the genre’s revenue. In H1 2025, streaming services generated $481.6 million for Latin artists and labels, a 6.3% year-over-year increase. Paid subscription services lead this charge, bringing in $271.1 million—an 11.2% jump from the previous year. The industry now classifies Latin music as the second-fastest growing genre in the US music market.
The first quarter of 2025 saw Latin music streaming volume surge by 7.6% compared to Q1 2024, with more than 28.9 billion on-demand streams. This impressive figure represents 8.44% of all U.S. on-demand audio streams, effectively making Latin the fourth-largest streaming genre in America. This follows a historic milestone where the RIAA reported Latin music generated a record-breaking $1.4 billion in U.S. revenue in 2024. Put simply, more than one in every twelve songs streamed in the U.S. is now Latin music.
Bad Bunny’s album “DeBÍ TiRAR MáS FOToS” has been particularly instrumental in this growth, topping the Billboard 200 three times since its January 2025 release. Other notable contributors include Tito Double P’s “INCÓMODO” and Peso Pluma’s “Éxodo,” which have maintained strong chart positions throughout the year.
Spotify’s influence cannot be overstated in Latin music’s streaming dominance. The platform has seen Latin music streams increase by more than 2,500% over the past decade. Its flagship Latin playlist, Viva Latino, now accounts for 27% of global Spotify listening, up from just 8% ten years ago. Latin artists looking to capitalize on this momentum are increasingly utilizing playlist pitching strategies to maximize their visibility on these crucial streaming platforms.
This streaming success reflects broader shifts in consumer behavior, with U.S. paid music subscriptions reaching 105 million accounts in 2025. Many Latin artists have found success through social media advertising campaigns that target specific audience demographics with eye-catching content. As digital platforms continue prioritizing accessibility and personalization, Latin music’s streaming footprint appears poised for continued expansion in the American market.
