English language music’s popularity on streaming services is shrinking in the US… and globally.

“Twenty years ago, the German charts were just copies of British and American culture. Today, it’s all German action.”

This week on MBW Audio filesWill Page, former Chief Economist of both Spotify and UK Collectors’ Association PRS for music talked about the ‘Glocalization’ of music, a concept outlined in a piece of paper he is co-author and published by the London School of Economics and Political Science.

‘Globalization’ focuses on the theory that as an industry, music is more global than ever, but when you consider many of the world’s individual markets, famous artists and their charting tracks are increasingly localized.

One of the best examples given by Page to illustrate this concept is in Poland, “10 [acts there today] being Polish, the Top 40 are mostly Poles – but they are Polish artists performing hip-hop, an American genre.”

Page adds: “So we saw the localization of [artists]but the globalization of the genre itself.

Local charts dominated by local artists is a trend we’ve pointed out before. Italy is a great example, where the Top 10 singles and Top 10 albums charts have been dominated by Italian-speaking music.

The move to dominate music in local languages ​​in local markets is the broader context for the news coming this week at Luminate’s Mid-New Year Music Report:

English music is becoming statistically less popular on music streaming services in the US and globally.

Based on Luminate’s mid-year music reportin the US, during H1, the share of English-language content streaming out of the top 10,000 on-demand (audio and video) tracks fell 4.2% since 2021.

On the other hand, the streaming share of Spanish-language music in the Top 10,000 on-demand tracks (audio and video) in the US has increased. 3.6% in the same time frame.

In the US, the streaming share of English music among the top 10,000 US on-demand (audio and video) tracks is 88.3% in H1. Spanish music has a 7.9% part of the equivalence index.

English music gradually drops to the top 10,000 won following on streaming services is not just a US trend but a global one (see below).

According to Luminate, English music shares Top 10,000 won on-demand tracks on streaming services globally in 2022 are 62.1% fight with 67.2% in 2021.

In the first half of 2023, the share of English music among the top 10,000 on-demand (audio and video) tracks globally has decreased to 56.4%.

Luminate points to a similar trend in many markets worldwide.

For example, in Portugal, in fiscal year 2021, the streaming share of English music out of the top 10,000 on-demand (audio and video) tracks is 65.3%.

In fiscal year 2022, that number has dropped to 55.9% in Portugal, and in the first half of this year, it dropped again, 51.6%.

In South Africa, in fiscal year 2021, the streaming share of English music out of the top 10,000 on-demand (audio and video) tracks is 82.1%. In fiscal year 2022, that number dropped to 77.8% in South Africa, and in the first half of the year it fell again to seventy three%.

Luminate reports that a similar trend is taking place in Indonesia, Colombia and Switzerland.

Top .’s shared English music 10,000 won The total number of tracks on demand (audio and video) in each of these markets decreased in 2022 compared to 2021, and decreased again in the first half of 2023.Global Music Business