Latin and country surge in the US as more music is being streamed than ever before

NEW YORK (AP) — Halfway through 2026, a few music, film and TV streaming trends have become clear, according to Luminate’s 2026 Midyear Report, which was released Wednesday.

Notably, more music is being streamed than ever before, both in the U.S. and globally.

In terms of genre: The combination of R&B/hip-hop remains on top in the U.S., but its dominance is being challenged by genre diversification, as other styles experience growth.

Latin and country music are surging thanks to artists like Bad Bunny and Ella Langley. Certain AI-generated tracks are also growing in popularity.

And in film and TV, Netflix continues its command in the U.S. in streams of original content.

In its midyear report, Luminate, an industry data and analytics company, provides insight into changing behaviors across music listenership as well as TV and film viewing behaviors.

Music streaming continues to climb

Music streams continued to grow globally and stateside. Global on-demand audio streams reached 2.8 trillion in the first half of 2026 — up from 2.5 trillion during the same period last year, and 2.29 trillion in 2024.

And in the U.S., on-demand audio song streams grew to 732.7 billion. That’s up from 696.6 billion in 2025 and 665.8 billion in 2024.

R&B and hip-hop still rules, but competition nears

A combination of R&B/hip-hop is still the most popular streaming genre in the U.S., accounting for nearly 1 in 4 on-demand audio streams. However, its dominance is being challenged. In the first half of 2026, R&B/hip-hop made up 30% of U.S. album-equivalent consumption, based on analysis of the Billboard 200. Compare that to 41% in 2023, and it shows a decline.

“R&B/Hip-Hop remains a massive commercial force, but its historic dominance is leveling off as the streaming landscape diversifies. The genre was an early adopter of streaming, commanding nearly 30% of U.S. audio consumption by 2022, but the post-pandemic era has seen accelerated … growth from genres like Country and Latin,” wrote Jaime Marconette, Luminate’s vice president of music insights and industry relations in a statement to The Associated Press.

He says R&B/hip-hop’s “standalone audio volume has dipped 1.7% so far in 2026 compared to last year. We aren’t seeing a collapse in popularity, but rather a shift toward a more balanced, multi-genre ecosystem where R&B/Hip-Hop’s profound creative influence is also seen in other styles.”

Any concerns about R&B/hip-hop’s continued supremacy may be shortsighted. In the first half of 2026, the genres accounted for nearly 180.3 billion streams in the U.S., followed by rock with 137.2 billion, pop with 87.8 billion, country with 63.8 billion and Latin with 63 billion.

Latin and country are drawing more listeners

Latin music continues to grow in popularity in the U.S. That’s evidenced in a few different ways: First, Luminate found that nearly 1 in 10 streams in the U.S. was in Spanish for the first half 2026 — 9.4% of total streams.

Secondly, English-language consumption fell to a new low of 87.1% — still the overwhelming majority but evidence of a diverse listening market.

“Casual U.S. listenership of Latin music has hit an all-time high, with 54% — or more than one in two music listeners — now reporting that they engage with the genre,” said Marconette. “Latin music’s cultural footprint is rapidly widening far beyond its traditional core base into the broader American mainstream.”

And globally, Latin music streams reached a new high — accounting for 363.2 billion streams in the first half of 2026, compared to 335.3 billion the previous year.

Albums may be a good place to see the growth of both Latin and country in the U.S. The top albums of the year, so far, are Morgan Wallen’s “I’m the Problem” with 2.035 million album equivalent units, Ella Langley’s “Dandelion” with 1.638 million and Bad Bunny’s “Debí Tirar Más Fotos” with 1.543 million. (Both Wallen and Bad Bunny’s albums released early last year.)

Marconette points to Langley as a prime example of country music’s growing audience — she’s at the forefront of an increasing group of “younger, streaming-forward” fans.

A small number of AI-generated tracks are spiking

And more may very well be on the way. Chill77, Unjaps and Mikeeysmind’s “Papaoutai (Afro Soul)” had 210.7 million streams in all countries except the U.S. in the first half of 2026. In the U.S., it accounted for 17.6 million streams.

That’s followed by The Second Voice’s “Let Me Be,” which earned 75.6 million streams in all countries expect the U.S.; stateside, it earned 10.1 million streams.

The most-streamed AI-generated song in the U.S. is country act Breaking Rust’s “Livin’ on Borrowed Time,” which accounted for 19 million streams. In all countries except the U.S., it earned 13.4 million streams.

Previously, Breaking Rust had a song called “Walk My Walk” hit No. 1 on Billboard’s country digital song sales chart in November 2025. The vocal phrasing, melodic shape and stylistic DNA came from the Grammy-nominated country artist Blanco Brown, an artist who has worked with Britney Spears, Childish Gambino and Rihanna.

Breaking Rust is an example of the kind of generative AI that has begun upending the music industry, often using models trained on real artists’ voices and styles without their knowledge.

“A small number of breakout tracks at the head of the curve can drive temporary conversational and streaming spikes,” says Marconette. “At this stage, generative tools are actively transforming creative and production workflows, but individual AI-generated tracks have yet to make a profound, long-term impact on consumption behavior.”

Netflix dominates in original film and TV streaming

In the U.S., Netflix accounted for 57% of all original content viewing time, followed by Prime Video (11%), Hulu and Paramount (7% each), Peacock and Apple (5% each), HBO Max (4%) and Disney+ (2%), with 13.6 billion hours streamed in total. Original TV series are most popular, accounting for 11.5 billion hours of that total. Original movies make up the difference, accounting for 2.8 billion hours.

The most streamed original films of 2026 in the U.S., so far, are all courtesy of Netflix: “The Crash” with 39.6 million estimated views, “The Rip” with 39.5 million and “Apex” with 37.3 million.

When it comes to original series in the U.S., there’s a bit more competition. HBO Max’s “The Pitt” leads with 19.4 billion streams, followed by two Netflix titles: “The Lincoln Lawyer” with 16.9 billion and “Bridgerton” with 14 billion.

Overwhelmingly, however, people in the U.S. are streaming library content (older, preexisting and licensed shows and movies) over original programming. Original TV accounted for 11.5 billion hours streamed in the first half of 2026, and original film raked in 2.1 billion. But library TV totaled 42.2 billion hours, and library film had 10.8 billion, according to Luminate.

Luminate estimates there are nearly 19,000 library titles available on major streaming services compared to just 7,000 originals.