Pop music takes the crown as the fastest-growing streaming genre in the U.S. for the second half of 2024, surpassing Latin music. Female solo artists drive this surge, dominating the top 100 pop artists. While Latin music maintains its popularity, regional Mexican music emerges as the leading subgenre. Despite the shift, rap and R&B continue to hold the top spot in overall streaming.
Pop music has emerged as the fastest-growing streaming genre in the United States for the second half of 2024, according to Luminate, a music industry analytics firm. Latin music, which previously held the top spot, experienced a surge of 15.1% from summer 2023 but saw a shift in streaming activity during the latter half of the year. Jaime Marconette, Luminate's Vice President of Music Insights and Industry Relations, noted the interesting trends observed within the U.S. music market.
While Latin music led the growth in the first half of 2024, pop music ultimately claimed the No. 1 position in the second half. A significant driver behind this pop resurgence was the dominance of female solo artists. Their music accounted for nearly two-thirds of all audio streams among the top 100 pop artists in the U.S. The top 10 global streaming songs also reflected this trend, featuring prominent female vocalists like Billie Eilish, FloyyMenor, and Sabrina Carpenter. Although pop music has overtaken Latin music in terms of growth, Latin music continues to thrive. In 2024, regional Mexican music surpassed Latin pop as the most popular Latin subgenre in the U.S. Marconette highlighted the sustained growth of Latin music, both in volume and share of total U.S. audio streaming, stating that regional Mexican music dominated in terms of growth. This genre, encompassing mariachi, banda, corridos, norteño, sierreño, and other styles, has become a global phenomenon in recent years, topping music charts and expanding its reach across borders. Despite the rise of pop, rap and R&B remained the most dominant genres in overall music streaming in the U.S., accounting for more than one-in-four streams.
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