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Rhythm and Culture: Tapping in to Today’s Latin Music Listener
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Rhythm and Culture: Tapping in to Today’s Latin Music Listener

The Latin music scene across the U.S. is vibrant and growing. And with the 15th annual Latin GRAMMYs and the first iHeartRadio Fiesta Latina set to heat things up this month, Latin music is bound to broaden its appeal even further.

Given the wide range of styles and cultures that influence Latin music, the genre offers something for just about everyone. From Marc Anthony’s rhythmic salsas to Daddy Yankee’s infectious reggaeton, Latin music is as diverse as its artists, able to bring down the house with everything from twisting tangos to fiery jazz to bombastic thrash metal.

So who is the Latin music fan and how do you reach them?

While the Latin music fan base is almost evenly split between men and women, Nielsen’s Audience Insights Report on Latin Music found that the group is heavily composed of Millennials—a group that enjoys technology, energy drinks and digital music. And given their tech fluency, Latin music fans are always on the lookout for new tunes when they’re online. And when they find what they’re looking for, they’re 24% more likely to use their smartphones to listen to music than the average consumer. Latin music fans also prefer to buy music on their portable devices (smartphones, tablets and portable players).

This influence of technology on the Latin music consumer is highlighted by the growth in music streams in recent years. Latin music listeners are more likely to stream music than the average U.S. listener, and music streams have been steadily rising since 2013. And when it comes to track sales, Miami and Los Angeles lead the way on a per-capita basis.

Note

This article includes insights from The Nielsen Music 360 U.S. Study which was conducted in English only, meaning that the Hispanic respondents represent English-speaking Hispanics of various acculturation levels.