Insights from Luminate Data: A Look at the Worldwide Popularity of K-pop

BIGHIT MUSIC

Data from Luminate, a music and entertainment data provider, indicates that global streams of K-pop music have risen by 42 percent compared to the previous year. These findings were shared in Luminate's weekly publication, Tuesday Takeaway, and focus on the on-demand audio and video streams for the top 100 K-pop groups of 2022, which collectively reached 90.4 billion streams as of October 5.

Among the nations with the highest K-pop streams, Japan led the way with 9.7 billion streams, followed by the United States, Indonesia, Korea, India, the Philippines, and Mexico. 

▲ BIGHIT MUSIC

Luminate's data also reveals that 39 percent of Gen Z Japanese females actively listen to Korean music, making this generation 105 percent more likely to engage with K-pop compared to the general Japanese population.

Vietnam and Hong Kong have displayed notable growth in K-pop streams, showing increases of 59 percent and 50 percent, respectively, compared to the previous year.

In examining the regional streaming composition for the top 5 K-pop artists in the United States (BTS, Twice, Blackpink, Stray Kids, and NewJeans), a distinction emerges. The majority of streams for BTS, Twice, Blackpink, and NewJeans originated from Asia, with each group having over 50 percent of their streams from the region. In contrast, for the boy band Stray Kids, over 60 percent of their streams came from outside Asia, with 29 percent originating from the United States, Mexico, and Brazil.

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