Introduction to Latin Music’s Growing Popularity
The popularity of Latin music in the U.S. is on the rise, according to the RIAA’s semi-annual report released Friday. Latin music sales have increased to over $490 million in the first half of 2025.
Growth in Sales and Revenue
This represents a nearly 6 percent increase over the previous year, with Latin music accounting for nearly 9 percent of all music revenue recorded in the U.S. during that period. This is the twelfth consecutive year of growth for mid-year Latin, supported by global stars such as Bad Bunny, Karol G, Fuerza Regida, and Rauw Alejandro.
The Role of Global Stars
Bad Bunny, in particular, is one of the biggest artists of any genre on the planet. The Puerto Rican star was hired to headline the Super Bowl Halftime Show in late September, further solidifying Latin music’s place in the mainstream.
Streaming’s Impact on Latin Music
Streaming accounts for a staggering 98 percent of all recorded revenue in Latin music, surpassing the broader music market as a whole, where 84 percent of revenue comes from streaming. As a result, physical sales of Latin music are lower overall, with just $3.9 million (less than 1 percent of total sales) coming from vinyl sales.
Industry Insights and Future Prospects
“Latin music continues to grow in popularity and generate value in the U.S. thanks to the incredible artists whose music transcends language and geographic barriers with the support of creative label partnerships,” RIAA Vice President of Research Matt Bass said in a statement. "Latin music hits a mid-year peak of nearly half a billion dollars and continues to attract new listeners and reinvigorate existing fans. With streaming providing more access than ever to legacy voices and next-generation icons shaping today’s culture, Latin has become the second-fastest-growing genre in America."
