VEVO BREAKS DOWN LATIN VIDEO RISE

With artists like Ozuna, Anuel AA, Rosalía and Bad Bunny using video to drive consumption, and fans embracing it, Vevo has offered some numbers to support Latin music's growth in the streaming landscape.

Latin music has risen to become the third most popular genre on the Vevo platform. In 2014 it ranked fifth behind pop,hip-hop, country and R&B.

Latin premieres have become more in demand by viewers in the last five years. In 2014, the top 10 Latin video premieres saw an average of 4.7m U.S. views in the first 30 days. That number has since risen to 7.7m U.S. views for 2018's top 10 Latin premieres in their first 30 days.

Vevo's U.S. top 100 now contains 15 Latin artists (YTD), whereas in 2014 only five Latin artists cracked the list.

In Q1 for 2019, the genre ranks #2 globally, behind pop. With 20b views in Q1, Latin music has earned a 22% increase compared to last year.

U.S. Q1 growth for the genre sees Latin music increase by 25% in views (1.8b).

With visual content fueling fandom and consumption, it's no wonder labels are investing more resources into Latin artists globally and domestically.