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2020 YTD LATIN MARKETSHARE

As Bad Bunny makes a #2 debut, let's take a look at how the 2020 year-to-date U.S. Latin marketshare breaks down. This sector is becoming increasingly important, as foreign-language art—led by K-Pop, Latin music and Oscar-winner Parasite—is being consumed in the U.S. like never before. SME and UMG control 80% of the pie.


Sony Music
leads with a comfortable 47.4%. Bad Bunny has emerged as SME's—and the entire genre's—breadwinner, while other emerging streaming acts like Rosalía, Ozuna, Maluma, Farruko, Anuel AA and Nicky Jam add to Sony's dominance. Veteran acts Romeo Santos and recent Super Bowl Halftime winner Shakira are also on Sony Latin, helmed by Afo Verde

Universal is close behind with 36.4%, where key acts J Balvin, Sech, Lunay, Jhay Cortez and Karol G are currently leading the way. Latin superstars Daddy Yankee, Luis Fonsi, Juanes also call UMLE home. 

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