New report reveals slow streams, ais ascent and new ways

Photo credits: Austin Neill

While the explosive growth of streaming begins, a closer look at the data shows powerful new opportunities for artists.

Luminats 2025 Midyear Music Report is here and paints a fascinating picture of a music industry on a crossroads. From the global genre shifts on the undeniable effects of the AI, you will find the most important findings you need to know.

Streaming growth cools down, but genre heats up

The headline is that streaming growth slows down. The global on-demand audio streaming rose by 10% in the first half of 2025, which is due to 15% in the same period of the previous year. In the USA, the growth slowed from 8% to 5%.

However, digging into genre trends shows a more dynamic story. The Christian/Gospel has risen to the Top 7 Genres in the USA, driven by artistic evolution and a younger, streaming-sized audience. Further growth areas are:

• Rock: In total growth, 69% of its currents from catalog music leads over five years.
• Top growing subgenres: Alt Rock changed the greatest change of volume, followed by regional Mexicans, R&B and Hard Rock.
• RECENTION POP: Tracks from 2007-2012 are a great resolution, with pop songs growing 6.4% in streaming volume from this period and exceeding the industry average.

For independent artists, this signals that there is a strong audience for various genres and catalog music, not only for the latest chart topper.

The world is its stage: Global and Transmedia chances

Your next big break could come from anywhere in the world – or from a completely different medium. Luminate's data illuminate great options for traditional music promotion.

Global range: Music is more global than ever. While some markets such as Nigeria (61%) and Brazil (75%) prefer local artists, other huge music importers are. In the United Arab Emirates, 92% of the currents of artists come outside the region, and in Peru it is 36%. This data is of crucial importance for artists who want to market their music internationally.

Transmedia effects: The synergy between music, film and television is a powerful stream driver.

• The Netflix documentary film LED Zeppelin pushed the band's weekly currents through a persistent 23%.
• Blackpinks Lisa with HBO's leading role The white lotus Complete with her album start and created a massive cross-platform event that presented her music to the new audience.
• Gaming is another huge border. Luminate is now pursuing music consumption in the game from platforms such as Epic Games in order to unlock an important discovery channel for gen z and gen alpha.

Taking away for artists is clear: Search for synchronization options in film, television and play. You can be more effective than a traditional marketing campaign.

The AI elephant in the room: threat or tool?

Artificial intelligence is no longer a futuristic concept; It is here and it creates streams. The report shows a shared listener base:

• 1 of 3 US music listeners are probably with AI who create the song instrumental.
• However, 44% feel uncomfortable because the AI creates completely new songs with a AI voice.
• Fans of EDM and K-Pop are particularly open to music with A-generative music.