拉丁音乐及其对美国文化和商业的影响（英）-20页_3mb

Billboard Latin Music Week 2023: Latin Music Impact on Culture and Commerce

Key Trends

1. Streaming Growth:

   • Latin on-demand audio streaming increased from ~47.4B mm (Q1-Q3 2022) to ~57.9B mm (Q1-Q3 2023), a 22.2% rise.
   • Latin holds 7% of the US On-Demand Audio Streaming market share.

2. Language Usage:

   • 40% of US listeners consume music in non-English languages, with Spanish (26%) being the top language besides English.
   • Spanish content share in Top 10K US tracks rose from 4.37% in 2021 to 7.9% in 2023, representing a 3.6% increase.

3. Communication & Discovery:

   • 88% of Latin music fans use WhatsApp, which is ~93% higher among Spanish-speaking fans.
   • Top music discovery sources for Latin listeners: Streaming platforms (55%), friends/relatives (47%), social media.

4. Live Events & Engagement:

   • Latin Super Fans spend 120% more monthly on music activities, with 58% allocated to live events.
   • Super Fans plan to attend live concerts (66.7% next year).
   • Latin fans are ~66% more likely to purchase merchandise.

5. Regional Mexican Growth:

   • Regional Mexican content volume increased 56% in 2023.
   • Gen Z Latin listeners favor discovery via short videos (+65%).

Takeaways

• Latin music's cultural and commercial impact is reinforced by:
  • Strong community engagement (WhatsApp + social media)
  • Rising premium experiences (live events, merchandise)
  • Deep Gen Z penetration and Regional Mexican expansion
• Hispanic/Latino community/culture plays a pivotal role in driving growth and discovery.