Rascasse Audience Intelligence

Latin music (genre) Audience in United States

A data profile of the people who buy, follow and care about Latin music (genre) in United States — modelled from more than twelve digital signal sources. Latin music (genre) has an estimated audience of 25,812,483 people in United States.

#33among Musical genre in United States#801among Topic in United States#69in Music & Radio

The average Latin music (genre) fan in United States is 37.3 years old, balanced, and lives primarily in California.

The audience is concentrated in California, Florida, Texas.

Top brand affinities include Las Vegas, Carnivàle, Mexico, with strongest over-indexing on Las Vegas (2.71× the country average).

Demographically, the Latin music (genre) audience skews balanced with an average age of 37.3, and over-indexes on personality traits such as Indulgence, Urban Lifestyle.

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

The typical Latin music (genre) fan in United States is balanced, around 37.3 years old, with strong Indulgence tendencies and a notable affinity for Las Vegas.

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 music (genre) profile in United States.

Audience size
25.8M
in United States
Gender
54.0%♀
46.0% male
Age
37.3
average years
Country rank
#1176
Topic in United States
Fig. 01

Search interest · 12-month trend

-11%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Latin music (genre) fans

54.0% are female, 46.0% are male, average age 37.3.

Fig. 02

Gender split

54.0%
Female
46.0%
Male
Demographic split for Latin music (genre) audience in United States
MetricValue
Female54.0%
Male46.0%
Average age37.3
Estimated audience size25,812,483
Fig. 03

Age distribution

Ø 37.3
average years
Age distribution of the Latin music (genre) audience in United States
Age bracketShare%
16-1923%
20-2922%
30-3921%
40-4919%
50+16%
Fig. 04

Worldwide distribution

27.7%

of the worldwide Latin music (genre) audience comes from United States.

Worldwide audience distribution share by country for Latin music (genre)
CountryShare
United States27.7%
Mexico10.3%
Spain6.8%
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 music (genre) audience in United States is strongest.

Fig. 05

Top regions by affinity

Latin music (genre) fans by region: top regions in United States
#RegionReachAffinity×
01Minnesota~500K1.32×
02Alaska~70K1.30×
03Vermont~60K1.25×
04Wisconsin~500K1.24×
05Maine~100K1.23×
06New Hampshire~100K1.22×
07Massachusetts~600K1.21×
08Connecticut~300K1.19×
09Florida~2M1.12×
10Pennsylvania~1M1.10×
11Maryland~500K1.09×
12Washington, District of Columbia~80K1.08×
13Nebraska~100K1.07×
14New York~1.5M1.06×
15Rhode Island~90K1.06×
16Montana~80K1.06×
17South Dakota~60K1.06×
18Illinois~900K1.05×
19Delaware~70K1.05×
20Virginia~700K1.04×
21Iowa~200K1.04×
22New Jersey~700K1.03×
23North Dakota~50K1.02×
24Kansas~200K1.01×
25North Carolina~800K0.99×
26Colorado~400K0.99×
27Ohio~800K0.98×
28Utah~200K0.98×
29Washington~500K0.97×
30Idaho~100K0.97×
31Oregon~300K0.96×
32South Carolina~400K0.95×
33Michigan~600K0.94×
34Missouri~400K0.93×
35Kentucky~300K0.92×
36New Mexico~100K0.92×
37Arizona~500K0.91×
38Nevada~200K0.91×
39Hawaii~100K0.91×
40Arkansas~200K0.89×
41West Virginia~100K0.89×
42Oklahoma~300K0.88×
43Georgia~700K0.87×
44California~2.5M0.84×
45Louisiana~300K0.84×
46Mississippi~200K0.83×
47Texas~2M0.82×
48Tennessee~400K0.82×
49Alabama~300K0.80×
50Indiana~300K0.63×
Fig. 06

Affinity by region

Affinity by region — Latin music (genre), United States
0.63×1.00×1.32×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Latin music (genre) audience
#·InterestCategoryAffinity×
01CarnivàleMovies & TV6.42×
02Atlético MadridSports5.96×
03SambaMusic & Radio5.63×
04MariachiMusic & Radio5.40×
05CumbiaMusic & Radio5.20×
06Cruz AzulSports4.85×
07Club AméricaSports3.93×
08Las VegasTravel & Leisure2.71×
09Spanish languagePolitics & Society2.45×
10MexicoTravel & Leisure2.18×
11WhataburgerFood & Beverages2.10×
12TacoFood & Beverages2.09×
13ReggaetonMusic & Radio1.98×
14Sam's ClubShopping1.81×
15FoodieFood & Beverages1.61×
16RadioTechnology & Electronics1.59×
17DrawingHome & Garden1.58×
18UniversityBusiness & Career1.54×
19VacationsTravel & Leisure1.51×
20Self careHealth1.51×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Latin music (genre) 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 music (genre) audience · What stands out
TraitClusterDeviationScore
IndulgenceJOY1.22×
Urban LifestyleOPEN1.20×
SpiritualityBALANCE1.15×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Latin music (genre) audience · Rather not
TraitClusterDeviationScore
CreativityOPEN0.83×
IndividualismJOY0.83×
SustainabilityBALANCE0.90×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Latin music (genre) have in United States?

Latin music (genre) has an estimated audience of 25,812,483 people in United States, concentrated in California and Florida.

02

What is the gender split and age of Latin music (genre) fans?

54.0% of Latin music (genre) fans are female, 46.0% are male, with an average age of 37.3 years.

03

Which brands do Latin music (genre) fans like most?

Latin music (genre) fans show strongest brand affinity for Las Vegas (2.71×), Carnivàle (6.42×), and Mexico (2.18×) over the country average.

04

Where do Latin music (genre) fans live in United States?

Latin music (genre) fans in United States are most concentrated in California (reach ~2.5M), Florida (reach ~2M), and Texas (reach ~2M). These three regions account for the largest share of the active audience.

05

What other brands do Latin music (genre) fans also like?

Beyond Latin music (genre) itself, the audience over-indexes on Carnivàle (6.42×), Mexico (2.18×), Sam's Club (1.81×), and Mariachi (5.4×) 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 music (genre) 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 music (genre). 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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