The representative body for music streaming services, DiMA, has published a report exploring the habits of fans of Latin music in the US.
It worked with research firm MarketWatch on the study, with findings including that more than 90% of these fans are using streaming services, and that they stream “nearly 30% more music than non-Latin listeners”. Half of regular Latin music listeners are under 35 years old, and 41% “do not identify as being of Hispanic, Latino or Spanish origin”.
To reinforce the study, DiMA convened a panel of executives from Amazon Music, Spotify and YouTube, as well as a pair of US congress politicians, to discuss the findings. Understandably given the source, the overriding message here is about streaming being marvellous, but existing industry data does back up its importance for Latin music in the US.
For example, the RIAA’s report in April that found Latin music revenues had “a significantly higher growth rate” than the overall recorded music market.