The music industry has achieved a significant milestone, surpassing 1 trillion streams at an unprecedented pace, according to Luminate’s 2023 Midyear Report. This milestone was reached in just three months, a full month faster than the previous year.
The report also highlights the growing internationalization of the music marketplace, with global streams increasing by 30.8% compared to last year. It further reveals that 40% of music listeners in the United States enjoy non-English language music, while a remarkable 69% appreciate music from artists outside the U.S.
Spanish, French, Japanese, Korean, Italian, German, and Arabic are identified as the most popular languages for non-English music among U.S. listeners, with Latin genres and K-pop leading the way. Luminate’s senior director of music insights and industry relations, Jaime Marconette, points out that Spanish and Korean language music have been particularly popular in the top 10,000 most streamed songs during the first half of 2023. Spanish-language music’s share of the top 10,000 has grown by 3.6% since 2021, while English-language music’s share has declined by 4.2% in the same period.
The influence of non-English music is evident in Luminate’s 2023 Midyear Top Albums chart, where Bad Bunny’s album “Un Verano Sin Ti” from spring 2022 continues to rank in the top 10, even a year later. When considering physical and digital sales exclusively, K-pop dominates, occupying six out of the top 10 spots.
Marconette notes that K-pop fans exhibit a strong affinity for physical formats, with a 69% higher likelihood of purchasing vinyl and a 46% higher likelihood of purchasing CDs compared to the average U.S. music listener in the next 12 months. Additionally, one in four K-pop fans has bought a cassette in the past year.
These findings highlight the growing popularity and impact of non-English music in the global music industry, indicating its potential to shape the future of the business.