Rascasse Audience Intelligence

Latin American music Audience in United States

A data profile of the people who buy, follow and care about Latin American music in United States — modelled from more than twelve digital signal sources. Latin American music has an estimated audience of 8,175,059 people in United States.

#106among Musical genre in United States#2692among Topic in United States#321in Music & Radio

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, Florida.

Top brand affinities include Red wine, White wine, Las Vegas, with strongest over-indexing on Red wine (5.52× 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 Indulgence, Convenience Orientation.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

The typical Latin American music fan in United States is balanced, around 33.8 years old, with strong Indulgence tendencies and a notable affinity for Red wine.

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

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the Latin American music profile in United States.

Audience size
8.2M
in United States
Gender
51.5%♀
48.5% male
Age
33.8
average years
Country rank
#4349
Topic in United States
Fig. 01

Search interest · 12-month trend

-4%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Latin American music fans

51.5% are female, 48.5% are male, average age 33.8.

Fig. 02

Gender split

51.5%
Female
48.5%
Male
Demographic split for Latin American music audience in United States
MetricValue
Female51.5%
Male48.5%
Average age33.8
Estimated audience size8,175,059
Fig. 03

Age distribution

Ø 33.8
average years
Age distribution of the Latin American music audience in United States
Age bracketShare%
16-1934%
20-2922%
30-3918%
40-4915%
50+12%
Fig. 04

Worldwide distribution

32.9%

of the worldwide Latin American music audience comes from United States.

Worldwide audience distribution share by country for Latin American music
CountryShare
United States32.9%
Mexico10.0%
Brazil9.1%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the United States average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Latin American music audience in United States is strongest.

Fig. 05

Top regions by affinity

Latin American music fans by region: top regions in United States
#RegionReachAffinity×
01Oregon~100K1.29×
02Vermont~20K1.28×
03Alaska~20K1.21×
04North Dakota~20K1.17×
05Maine~30K1.15×
06South Dakota~20K1.15×
07New Hampshire~40K1.14×
08Massachusetts~200K1.13×
09Montana~30K1.11×
10Connecticut~90K1.09×
11Delaware~20K1.08×
12Washington~200K1.06×
13Minnesota~100K1.06×
14Rhode Island~30K1.05×
15West Virginia~40K1.04×
16Idaho~40K1.03×
17Nebraska~40K1.02×
18Kansas~60K1.01×
19Wisconsin~100K1.00×
20Washington, District of Columbia~20K1.00×
21Maryland~100K0.99×
22Iowa~70K0.99×
23Illinois~300K0.97×
24Hawaii~30K0.97×
25Virginia~200K0.96×
26New Mexico~40K0.96×
27Utah~70K0.94×
28Missouri~100K0.93×
29Kentucky~100K0.93×
30Colorado~100K0.92×
31Mississippi~60K0.92×
32Pennsylvania~200K0.91×
33Indiana~100K0.91×
34Arkansas~60K0.91×
35California~800K0.90×
36Georgia~200K0.90×
37New York~400K0.88×
38New Jersey~200K0.88×
39Tennessee~100K0.88×
40Oklahoma~80K0.88×
41Nevada~70K0.88×
42Texas~600K0.87×
43Michigan~200K0.87×
44North Carolina~200K0.86×
45South Carolina~100K0.86×
46Louisiana~90K0.85×
47Arizona~100K0.83×
48Alabama~100K0.83×
49Ohio~200K0.79×
50Florida~400K0.73×
Fig. 06

Affinity by region

Affinity by region — Latin American music, United States
0.73×1.00×1.29×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Latin American music audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Latin American music audience
#·InterestCategoryAffinity×
01SambaMusic & Radio7.69×
02White wineFood & Beverages6.38×
03CarnivàleMovies & TV6.37×
04CumbiaMusic & Radio6.19×
05MariachiMusic & Radio5.73×
06Red wineFood & Beverages5.52×
07ShakiraMusic & Radio5.33×
08La LigaSports4.90×
09Milwaukee BrewersSports3.99×
10Pedro PascalMovies & TV3.53×
11Outback SteakhouseFood & Beverages3.51×
12Detroit TigersSports2.71×
13Las VegasTravel & Leisure2.70×
14Spanish languagePolitics & Society2.60×
157-ElevenShopping2.28×
16MexicoTravel & Leisure2.10×
17T-MobileTechnology & Electronics1.90×
18Google DriveTechnology & Electronics1.76×
19FIFA World CupSports1.66×
20Classical musicMusic & Radio1.65×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Latin American music audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by Latin American music audience · What stands out
TraitClusterDeviationScore
IndulgenceJOY1.83×
Convenience OrientationPREMIUM1.40×
Family OrientationCONSERVATISM1.34×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Latin American music audience · Rather not
TraitClusterDeviationScore
IndividualismJOY0.81×
DIY MentalityTHRILL0.82×
Pet OwnershipJOY0.86×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

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.

02

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.

03

Which brands do Latin American music fans like most?

Latin American music fans show strongest brand affinity for Red wine (5.52×), White wine (6.38×), and Las Vegas (2.7×) over the country average.

04

Where do Latin American music fans live in United States?

Latin American music fans in United States are most concentrated in California (reach ~800K), Texas (reach ~600K), and Florida (reach ~400K). These three regions account for the largest share of the active audience.

05

What other brands do Latin American music fans also like?

Beyond Latin American music itself, the audience over-indexes on White wine (6.38×), Las Vegas (2.7×), Milwaukee Brewers (3.99×), and La Liga (4.9×) compared to the United States average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Musical genre audiences in United States

See Latin American music audiences in other countries

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.

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