{"id":159232,"date":"2023-07-13T17:54:29","date_gmt":"2023-07-13T16:54:29","guid":{"rendered":"https:\/\/www.musicbusinessworldwide.com\/?p=159232"},"modified":"2023-07-14T18:34:20","modified_gmt":"2023-07-14T17:34:20","slug":"english-language-musics-popularity-on-streaming-services-is-shrinking-in-the-us-and-globally","status":"publish","type":"post","link":"https:\/\/www.musicbusinessworldwide.com\/english-language-musics-popularity-on-streaming-services-is-shrinking-in-the-us-and-globally\/","title":{"rendered":"English language music’s popularity on streaming services is shrinking in the US… and globally."},"content":{"rendered":"

“Twenty years ago, the German charts were just a carbon copy of British and American culture. Today, they\u2019re all German acts.”<\/em><\/p>\n

This week on the MBW Podcast<\/a>, Will Page, the ex-Chief Economist of both Spotify and UK collection society PRS For Music spoke about the ‘Glocalization’ of music, a concept outlined in a paper<\/a> he co-authored and published by the London School of Economics and Political Science.<\/p>\n

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‘Glocalization’ is centered around the theory that as an industry, music is more global than ever, but when you zoom in on many individual markets around the world, their most-popular artists and charting tracks are becoming increasingly localized.<\/p>\n

One of the best examples offered by Page to illustrate this concept is that in Poland, “the Top 10 [acts there today] are Polish, the Top 40 is pretty much all Polish \u2013 but they\u2019re Polish acts doing hip-hop, which is an American genre”.<\/p>\n

Page adds: “So we\u2019ve seen the localization of the [artists], but the globalization of the genre itself.”<\/p>\n

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Local charts dominated by local acts is a trend we’ve pointed to before. Italy<\/a> is a great example, where the Top 10 singles and Top 10 albums chart have been dominated by Italian-language music.<\/p>\n

The shift to local-language music dominance in local markets is all broader context to news that arrived this week in Luminate’s new mid-year music report<\/a>:<\/p>\n

English language music is becoming statistically less popular on music streaming services in the United States, and globally.<\/p>\n

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According to Luminate’s mid-year music report<\/a>, in the United States, in H1, the streaming share of English language content in the Top 10,000 total on-demand (audio and video) tracks was down 4.2%<\/strong><\/span> since 2021.<\/p>\n

Spanish language music’s streaming share of the Top 10,000 US on-demand (audio and video) tracks, on the other hand, has grown 3.6%<\/strong><\/span> in the same time frame.<\/p>\n

In the US, English language music’s streaming share of the Top 10,000 US on-demand (audio and video) tracks was 88.3% <\/strong>in H1. Spanish language music had a 7.9%<\/strong> share of the equivalent metric.<\/p>\n

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English language music’s declining share of the Top 10,000<\/strong> tracks on streaming services is not just a US trend, but a global one (see below).<\/p>\n

According to Luminate, English language music’s share of the Top\u00a010,000<\/strong> on-demand tracks on streaming services globally in 2022 was 62.1%<\/strong> versus 67.2%<\/strong> in 2021.<\/p>\n

In the first half of 2023, English language music’s share of the Top 10,000 total on-demand (audio and video) tracks globally fell to 56.4%.<\/strong><\/p>\n

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Luminate points to a similar trend in multiple markets worldwide.<\/p>\n

For example, in Portugal, in FY 2021, English-language music’s streaming share of the Top 10,000 total on-demand (audio and video) tracks was 65.3%. <\/strong><\/p>\n

In FY 2022, that figure fell to 55.9% <\/strong>in Portugal, and in the first half of this year, it fell again, to 51.6%.<\/strong><\/p>\n

In South Africa, in FY 2021, English-language music’s streaming share of the Top 10,000 total on-demand (audio and video) tracks was 82.1%. <\/strong>In FY 2022, that figure fell to 77.8% in South Africa, and in the first half of this year, it fell again, to 73%.<\/strong><\/p>\n

Luminate reports that the same trend took place in Indonesia, Colombia and Switzerland.<\/p>\n

English language music’s share of the Top 10,000<\/strong> Total on-demand (audio and video) tracks in each of these markets fell in 2022 versus 2021, and again in H1 2023.<\/p>\n","protected":false},"excerpt":{"rendered":"

English language music is becoming statistically less popular on streaming services<\/p>\n","protected":false},"author":15,"featured_media":159272,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[9,7],"tags":[130134],"class_list":["post-159232","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analysis","category-news","tag-luminate"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.musicbusinessworldwide.com\/wp-json\/wp\/v2\/posts\/159232","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.musicbusinessworldwide.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.musicbusinessworldwide.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.musicbusinessworldwide.com\/wp-json\/wp\/v2\/users\/15"}],"replies":[{"embeddable":true,"href":"https:\/\/www.musicbusinessworldwide.com\/wp-json\/wp\/v2\/comments?post=159232"}],"version-history":[{"count":0,"href":"https:\/\/www.musicbusinessworldwide.com\/wp-json\/wp\/v2\/posts\/159232\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.musicbusinessworldwide.com\/wp-json\/wp\/v2\/media\/159272"}],"wp:attachment":[{"href":"https:\/\/www.musicbusinessworldwide.com\/wp-json\/wp\/v2\/media?parent=159232"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.musicbusinessworldwide.com\/wp-json\/wp\/v2\/categories?post=159232"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.musicbusinessworldwide.com\/wp-json\/wp\/v2\/tags?post=159232"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}