Latin American music Audience in United States

Latin American music has an estimated audience of 8,175,059 people in United States. 51.5% are female, 48.5% are male, average age 33.8. Top regions: California, Texas, New York. Top brand affinities: Kia Sportage, Hair Extensions, Cumbia, Red wine, Honda HR-V.

The average Latin American music fan in United States is 33.8 years old, balanced, and lives primarily in California. The audience is concentrated in California, Texas, New York. Top brand affinities include Kia Sportage, Hair Extensions, Cumbia, with strongest over-indexing on Kia Sportage (22.76× the country average). Demographically, the Latin American music audience skews balanced with an average age of 33.8, and over-indexes on personality traits such as LGBTQ+ Identity, Indulgence. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

Category: Music & Radio · Type: Topic · Subtype: Musical genre

Demographics of Latin American music fans

Demographic split for Latin American music audience in United States
MetricValue
Female51.5%
Male48.5%
Average age33.8
Estimated audience size8,175,059

Audience persona

The typical Latin American music fan in United States is balanced, around 33.8 years old, with strong LGBTQ+ Identity tendencies and a notable affinity for Kia Sportage.

Top regions in United States

Top regions ranked by reach for Latin American music in United States
RegionReachAffinity
California893,7400.99×
Texas776,5641.1×
New York468,0751.02×
Florida412,3120.74×
Illinois281,8891.04×
Georgia199,4580.79×
Pennsylvania184,0050.67×
North Carolina158,9250.65×
New Jersey149,0720.72×
Washington138,0510.84×
Maryland131,8520.94×
Massachusetts130,1070.81×
Ohio125,9780.5×
Virginia123,6830.62×
Tennessee115,3840.7×
Arizona110,8890.66×
Michigan99,6850.47×
Colorado88,1060.68×
Minnesota82,8740.71×
Indiana76,7370.51×
Oregon74,5450.8×
Missouri70,9400.54×
Nevada66,4480.84×
Wisconsin63,9700.52×
Connecticut63,8700.78×
Oklahoma63,5700.7×
South Carolina60,8590.49×
Kentucky58,6530.57×
Alabama56,7730.5×
Mississippi54,8770.81×
Utah53,3520.73×
Louisiana52,8590.5×
West Virginia49,0791.29×
Arkansas48,7520.72×
Iowa46,3470.69×
Alaska45,2102.59×
Kansas41,8450.65×
Idaho41,8361.02×
Hawaii39,9651.14×
Nebraska39,5990.97×
Montana39,4111.74×
South Dakota38,9002.06×
North Dakota37,8762.26×
New Hampshire37,3291.16×
Wyoming36,6483.02×
New Mexico36,3620.89×
Rhode Island36,0451.39×
Maine36,0231.23×
Vermont35,4532.47×
Washington, District of Columbia33,0181.34×

Top brand affinities

Brands and entities this audience over-indexes on, vs. the country average.

Top brand affinities (over-index vs. country average) for Latin American music audience
BrandAffinityCategory
Kia Sportage22.76×Cars & Mobility
Hair Extensions3.85×Beauty & Wellness
Cumbia7.85×Music & Radio
Red wine5.49×Food & Beverages
Honda HR-V15.17×Cars & Mobility
White wine6.37×Food & Beverages
Las Vegas2.78×Travel & Leisure
Non-fiction books4.28×Literature
La Liga5.3×Sports
Club América5.75×Sports
Liga MX4.77×Sports
Mexico2.43×Travel & Leisure
Volaris7.08×Travel & Leisure
Outback Steakhouse3.81×Food & Beverages
Mariachi6.21×Music & Radio
Pre-school playgroup16.57×Kids & Family
United States Postal Service1.98×Business & Career
Cruz Azul6.11×Sports
Real Madrid C.F.2.29×Sports
Livemusic2.34×Music & Radio

Psychographic profile

Top six personality traits over-indexed by this audience (1.0 = country average).

Top personality traits over-indexed by Latin American music audience
TraitClusterScore
LGBTQ+ IdentityOPEN1.68
IndulgenceJOY1.42
Family OrientationCONSERVATISM1.31
ExtroversionTHRILL1.27
Convenience OrientationPREMIUM1.12
MindfulnessBALANCE1.1

Worldwide distribution

Worldwide audience distribution share by country for Latin American music
CountryShare
United States32.9%
Mexico10.0%
Brazil9.1%

See Latin American music audiences in other countries

More Musical genre audiences in United States

Frequently asked questions

How many fans does Latin American music have in United States?

Latin American music has an estimated audience of 8,175,059 people in United States, concentrated in California and Texas.

What is the gender split and age of Latin American music fans?

51.5% of Latin American music fans are female, 48.5% are male, with an average age of 33.8 years.

Which brands do Latin American music fans like most?

Latin American music fans show strongest brand affinity for Kia Sportage (22.76×), Hair Extensions (3.85×), and Cumbia (7.85×) over the country average.

Where do Latin American music fans live in United States?

Latin American music fans in United States are most concentrated in California (reach 893,740), Texas (reach 776,564), and New York (reach 468,075). These three regions account for the largest share of the active audience.

What other brands do Latin American music fans also like?

Beyond Latin American music itself, the audience over-indexes on Hair Extensions (3.85×), Cumbia (7.85×), Red wine (5.49×), and Honda HR-V (15.17×) compared to the United States average.

How to read this data

Audience size is the estimated number of people in United States who actively search for Latin American music. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.

About this audience profile

This audience profile is generated by Rascasse from anonymized search-behavior signals across United States. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.