artists had been liable for eight of the 10 most viewed videos on the planet in 2018. But Latin music’s putting show of streaming energy was not restricted strictly to video, based on a new year-end report from , a knowledge firm which tracks music consumption.
The style accounted for 9.four% of all album listening within the U.S. in 2018 — measured by combining bodily and digital gross sales, music downloads (10 downloads is the same as one album) and on-demand streams (1,500 to 1). This is notable: The progress means Latin albums are actually extra in style right here than their counterparts in nation music, which took up eight.7% of all album consumption. (Last yr, nation’s share of album-listening exceeded Latin music’s, eight.1% to 7.5%.) Latin artists are off to a powerful begin in 2019 as properly, as followers proceed to stream X100Pre, the charming Christmas Eve launch from Puerto Rican star Bad Bunny.
Individual Latin tracks additionally grew to become extra in style, rising from 9.5% in 2017 to the brand new stage of 10.eight% in 2018. (Country is at 7.9%.) However, BuzzAngle doesn’t embrace passive listening, i.e. radio play, in music consumption — their measure solely incorporates gross sales and on-demand streams. While Latin music outstrips nation in these classes, main nation radio hits nonetheless attain north of 30 million listeners per week. Still, on the subject of on-demand, Latin music is closing in on each R&B (11.2%) and rock (11.7%). That’s a part of the rationale why everybody from Cardi B to David Guetta to Drake wanted to collaborate with Spanish-speaking artists this yr.
Pivoting again to video: Latin acts accounted for 21.eight% of all video streams in 2018, second solely to rappers. That is critical, as a result of video seems to be gaining in significance within the trendy music panorama. On-demand video streams went up 24.three% in 2018, accelerating additional after a 21.9% bounce up in 2017. This means that Latin music is properly positioned to broaden on its features within the coming yr.
As Lyor Cohen, YouTube’s Global Head of Music, recently put it: “The momentum and the phrase of the mouth and the energy of the [Latin] motion is plain.”