Introduction to Music Insights
A case study by Netflix’s global hit "KPOP Demon Hunters" anchored Luminate’s latest APAC and Global Music Insights session at Singapore All That Matters Conference. The Entertainment Data Company packed out the event, which included discussions from Transmedia Ripple.
Global Music Trends
Scott Ryan, Executive VP, Commercial at Luminate, opened the presentation with key findings for the first half of 2025. Global on-demand audio flows rose by just over 10% to 2.5 trillion. Most Asian-Pacific countries, from India to Indonesia, recorded above-average double-digit growth in the first half of 2025. In contrast, Australia and New Zealand followed closer to the mature market trend.
Premium Subscription Activity
Premium subscription activity remained on the global average but achieved strong profits in Japan, South Korea, Vietnam, and Thailand. Notably, Japan alone now makes up almost a third of the Premium flows in the region. With 85% of streams, India remains strongly supported in this category, indicating significant growth potential for paid subscriptions. The premium flows of the Asian-Pacific space grew by 15%, with South Korea and Japan standing out as key executives.
Export Power and Cultural Impact
In terms of export power, South Korea, Australia, and Japan remained among the top 10 countries worldwide. Thailand jumped three places compared to the previous year, supported by the cultural halo from the third season of "White Lotus," which increased listening to Thai talents such as Blackpink’s Lisa and Carabao.
Music Rights Assessment and Financing
Ryan also discussed the continued activity in relation to music rights assessment. Verified market streaming remains a core signal for financing mechanisms, extending from catalog acquisitions and private loans to assets, and not just superstar catalogs.
The "KPOP Demon Hunters" Case Study
The case study "KPOP Demon Hunters" underpinned the transmedia topic of the session. More than two-thirds of the audio flows of the soundtrack come from outside the United States, with the Asian-Pacific area and North America making up the majority. Netflix has referred to the series in several languages, including Korean, Japanese, Mandarin, and Tagalog, which expands their reach in these regions.
Crossover Appeal and Demographics
New Spanish and French versions of the breakout track "Golden" have clarified 5 million global streams since publication. The show’s audience skews significantly younger and more feminine than typical anime, evidence of a crossover between K-pop and animation.
Conclusion and Key Takeaways
Luminate’s insights highlight that the global audience continues to engage with new content across platforms. The premium acceptance and export capacity of APAC are increasing, and financing options bound with streaming performance are expanding. The cross-promotion between television, film, and music, as seen with "KPOP Demon Hunters," categorizes fresh demographic data and discovery channels. Luminate is part of PMC, a parent company that values diversity.
