Latin Music Revenue Soars to Record-Breaking $1.4 Billion in U.S., Driven by Streaming

Latin music continued its extraordinary rise in the U.S. in 2024, hitting a record-breaking $1.4 billion in revenue, according to the Recording Industry Association of America (RIAA). Adjusted for inflation, this milestone represents an 18% increase over the genre’s previous peak in 2005 and marks the third consecutive year surpassing $1 billion.

Streaming remained the lifeblood of Latin music’s success, accounting for a staggering 98% of total revenue in 2024. Paid subscription services contributed more than two-thirds of those earnings, growing 6% year-over-year to $967 million. Meanwhile, ad-supported on-demand streaming platforms like YouTube, Vevo and the free tier of Spotify amassed $354 million, nearly 25% of the genre’s total value — an outsized share compared to the overall market’s 10% in this area, according to the annual report.

“I’m heartened by the continued explosive popularity of Latin music across the U.S. as artists and labels forge new ways to connect with fans,” says Rafael Fernandez Jr., RIAA’s svp of state public policy & Latin music, in a press release. “With streaming delivering 98% of Latin revenues, we can see how the Latin music community’s embrace of innovation lets traditional stars and new generations reach fans like never before — breaking language and access barriers to more boldly shape America’s music future every year.”

Powering this dominance is a lineup of global superstars driving engagement across platforms. According to Billboard’s year-end Top Latin Artists chart of 2024, Bad Bunny claimed the No. 1 spot for a sixth consecutive year. Meanwhile, Fuerza Regida surged to second place following a string of album and EP releases that resonated with fans across the U.S. Karol G held her own as the only female in the top 10, at No. 4, while Peso Pluma came in at No. 3 — artists who are blazing new trails and cementing Latin music’s cultural and commercial growth.

While streaming dominates, physical formats also experienced a surprising resurgence, with revenues up 35% from 2022. Despite still accounting for only 1% of overall U.S. Latin music income, this trend indicates opportunities to cater to collectors and superfans through vinyl and other tangible releases.

“There are still more opportunities to push the bounds of innovation, engaging superfans, expanding paid streaming and introducing vinyl nostalgia to this specific market,” adds Matthew Bass, RIAA’s vp of research and gold & platinum operations, in a press release. “After nearly a decade rising and rising again, Latin music keeps surging across the US and is only getting started!”

According to IFPI’s recent Global Music Report, Latin America has experienced a 15-year growth streak, becoming one of the fastest-growing regions in the world. For the first time, Mexico has entered the top 10 global music markets, overtaking Australia for the No. 10 spot. Meanwhile, Brazil holds steady at No. 9, making 2024 the first year that two Latin American countries have appeared in IFPI’s top 10 rankings, which are based on recorded music revenue.