Emerging Markets 2025
The fastest-growing audiences in music are no longer in Los Angeles, London, or Berlin. They are in Lagos, Riyadh, and São Paulo. In 2025, emerging markets are expanding at two to three times the rate of mature territories, with MENA, Sub-Saharan Africa, and Latin America each posting annual streaming growth above 22%. For artists and labels, this is not just an opportunity — it is the next phase of the industry’s global expansion.
Category:
Music Business & Market Trends
Author:
Akihiko
Read:
8 mins
Location:
Los Angeles
Date:
Jun 10, 2025
Platforms and Gateways
Global DSPs like Spotify and Apple Music are present in most regions, but local platforms often dominate. Tencent Music’s ecosystem is unmatched in China, Anghami has deep cultural integration in the Middle East, and Boomplay leads in parts of Africa. Understanding these regional leaders — and how they differ in algorithms, payment models, and promotional tools — is essential for breaking into these markets. Ignoring them means ignoring a significant portion of the active listener base.
Cultural Context Shapes Consumption
Music consumption habits in emerging markets are shaped by language, genre familiarity, and device access. In Latin America, localized playlists drive discovery; in MENA, investment in Arabic-language content is fueling growth; in Africa, mobile data costs influence streaming formats and file sizes. Artists who succeed globally adapt their releases to these realities. That could mean producing alternate language versions, partnering with regional collaborators, or creating lightweight content that streams easily in low-bandwidth areas.
Early Investment, Long-Term Return
These audiences are still forming habits and brand loyalties. Early engagement — whether through touring, targeted digital campaigns, or cultural collaborations — can secure fans who stay with you as disposable income and streaming adoption grow. By 2030, emerging markets are projected to add over 500 million new streaming users. Artists who build those relationships now will hold a competitive advantage that is hard to displace.
