Rascasse Audience Intelligence

Latin pop Audience in United States

A data profile of the people who buy, follow and care about Latin pop in United States — modelled from more than twelve digital signal sources. Latin pop has an estimated audience of 23,220,524 people in United States.

#40among Musical genre in United States#925among Topic in United States#81in Music & Radio

The average Latin pop fan in United States is 35.2 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Spanish language, Mariachi, Las Vegas, with strongest over-indexing on Spanish language (3.52× the country average).

Demographically, the Latin pop audience skews more female with an average age of 35.2, and over-indexes on personality traits such as Indulgence, Spirituality.

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

The typical Latin pop fan in United States is more female, around 35.2 years old, with strong Indulgence tendencies and a notable affinity for Spanish language.

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 pop profile in United States.

Audience size
23.2M
in United States
Gender
57.7%♀
42.3% male
Age
35.2
average years
Country rank
#1350
Topic in United States
Fig. 01

Search interest · 12-month trend

-39%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Latin pop fans

57.7% are female, 42.3% are male, average age 35.2.

Fig. 02

Gender split

57.7%
Female
42.3%
Male
Demographic split for Latin pop audience in United States
MetricValue
Female57.7%
Male42.3%
Average age35.2
Estimated audience size23,220,524
Fig. 03

Age distribution

Ø 35.2
average years
Age distribution of the Latin pop audience in United States
Age bracketShare%
16-1930%
20-2921%
30-3919%
40-4917%
50+13%
Fig. 04

Worldwide distribution

25.8%

of the worldwide Latin pop audience comes from United States.

Worldwide audience distribution share by country for Latin pop
CountryShare
United States25.8%
Mexico10.2%
Spain8.0%
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 pop audience in United States is strongest.

Fig. 05

Top regions by affinity

Latin pop fans by region: top regions in United States
#RegionReachAffinity×
01California~3M1.27×
02Alaska~60K1.25×
03Washington, District of Columbia~90K1.23×
04Vermont~50K1.22×
05New Jersey~700K1.20×
06Texas~2.5M1.19×
07North Dakota~60K1.19×
08New York~1.5M1.13×
09South Dakota~60K1.13×
10Montana~70K1.09×
11Rhode Island~80K1.07×
12Illinois~800K1.06×
13Maine~90K1.06×
14Delaware~70K1.06×
15New Hampshire~100K1.05×
16West Virginia~100K1.03×
17Florida~1.5M1.02×
18Arizona~500K1.02×
19New Mexico~100K1.01×
20Massachusetts~500K1.00×
21Connecticut~200K1.00×
22Nebraska~100K1.00×
23Hawaii~100K0.99×
24Idaho~100K0.98×
25Nevada~200K0.97×
26Arkansas~200K0.96×
27Mississippi~200K0.95×
28Maryland~400K0.94×
29Kansas~200K0.94×
30Virginia~500K0.92×
31Alabama~300K0.92×
32Washington~400K0.91×
33Indiana~400K0.91×
34Oklahoma~200K0.91×
35Utah~200K0.91×
36Iowa~200K0.91×
37Minnesota~300K0.89×
38Kentucky~300K0.89×
39Oregon~200K0.89×
40Georgia~600K0.88×
41Louisiana~300K0.88×
42Pennsylvania~700K0.87×
43North Carolina~600K0.87×
44South Carolina~300K0.87×
45Wisconsin~300K0.87×
46Colorado~300K0.86×
47Missouri~300K0.85×
48Tennessee~400K0.82×
49Michigan~500K0.80×
50Ohio~600K0.79×
Fig. 06

Affinity by region

Affinity by region — Latin pop, United States
0.79×1.00×1.27×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Latin pop audience
#·InterestCategoryAffinity×
01MariachiMusic & Radio7.01×
02SambaMusic & Radio6.36×
03BoleroMusic & Radio6.26×
04CumbiaMusic & Radio6.12×
05America FerreraMovies & TV5.69×
06ShakiraMusic & Radio5.19×
07Cruz AzulSports4.93×
08BeijingTravel & Leisure4.76×
09KaRoL GMusic & Radio4.64×
10Spanish languagePolitics & Society3.52×
11Las VegasTravel & Leisure2.53×
12ReggaetonMusic & Radio2.44×
13WhataburgerFood & Beverages2.24×
14MexicoTravel & Leisure2.16×
15Sam's ClubShopping1.71×
16DrawingHome & Garden1.69×
17UniversityBusiness & Career1.67×
18FoodieFood & Beverages1.66×
19VacationsTravel & Leisure1.58×
20GoogleInternet & Social Media1.55×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Latin pop 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 pop audience · What stands out
TraitClusterDeviationScore
IndulgenceJOY1.30×
SpiritualityBALANCE1.20×
MindfulnessBALANCE1.19×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Latin pop audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.82×
IndividualismJOY0.83×
Early Adopter MentalityPOWER0.87×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Latin pop have in United States?

Latin pop has an estimated audience of 23,220,524 people in United States, concentrated in California and Texas.

02

What is the gender split and age of Latin pop fans?

57.7% of Latin pop fans are female, 42.3% are male, with an average age of 35.2 years.

03

Which brands do Latin pop fans like most?

Latin pop fans show strongest brand affinity for Spanish language (3.52×), Mariachi (7.01×), and Las Vegas (2.53×) over the country average.

04

Where do Latin pop fans live in United States?

Latin pop fans in United States are most concentrated in California (reach ~3M), Texas (reach ~2.5M), and Florida (reach ~1.5M). These three regions account for the largest share of the active audience.

05

What other brands do Latin pop fans also like?

Beyond Latin pop itself, the audience over-indexes on Mariachi (7.01×), Las Vegas (2.53×), Shakira (5.19×), and Mexico (2.16×) 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 pop 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 pop. 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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