The US music streaming scene is undergoing a significant shift, with a new report by Luminate revealing a growing interest in Latin and Country music. According to the report, Latin music accounts for 9.4% of total US music streams, while Country music sees significant growth, with 63.8 billion streams in the first half of 2026. This marks a significant increase from previous years, with Latin music's popularity among casual listeners reaching an all-time high of 54%.
Meanwhile, R&B/Hip-Hop's dominance in the US music streaming scene is starting to level off. Despite remaining the most popular genre, with 30% of US album-equivalent consumption, its standalone audio volume has dipped 1.7% in 2026 compared to last year. However, the genre's creative influence can be seen in other styles, with AI-generated tracks also gaining popularity.
These trends are reflected in the global music streaming landscape, with global on-demand audio streams reaching 2.8 trillion in the first half of 2026, up from 2.5 trillion in the same period last year. The report highlights the continued growth of music streaming, with on-demand audio song streams growing to 732.7 billion in the US.
The report's findings have significant implications for the music industry, with a diversifying music landscape presenting new opportunities for artists and labels. As the US music streaming scene continues to evolve, one thing is clear: the traditional dominance of R&B/Hip-Hop is no longer a guarantee.