Global music streaming accelerated to 2.8 trillion on-demand audio streams in the first half of 2026, while U.S. CD sales surged 16% to 16.3 million units, vastly outpacing the growth of vinyl. The new data from the Luminate 2026 report reveals an entertainment market expanding in multiple directions at once, defying long-held assumptions about physical media decline.
The midyear findings combine music, television, and film data under a single cover for the first time, reflecting the increasingly blurred lines between the industries. Luminate CEO Rob Jonas noted that music companies now demand clearer reads on streaming television and theatrical performance, while film and television studios are asking for the reverse. The result is a comprehensive look at shifting consumer behaviors and evolving economics across global entertainment.
Music Streaming Growth and the CD Sales Surge
Global on-demand audio streams grew 9.8 percent in the first half of 2026, a slight acceleration from the 9.6 percent growth seen in the full year of 2025. International markets drove much of this momentum, with ex-U.S. audio streams growing 11.8 percent to 2.0 trillion. U.S. on-demand audio streams grew 4.8 percent to 732.7 billion.
The most surprising metric in the physical market was the sudden resurgence of the compact disc. CD sales growth outpaced vinyl nearly seven-to-one, with vinyl posting a modest 2.4 percent growth compared to the CD’s 16 percent leap. K-pop fandom and collectible releases heavily drove this retail channel, but even when stripping out K-pop sales, U.S. CD sales still grew by a healthy 6.7 percent.
Dance Music and Spanish-Language Streaming Rise
Genre consumption is also shifting. Dance and Electronic emerged as the largest U.S. growth genre based on audio streaming share point change. Current hits from artists like John Summit and Disco Lines led the charge, alongside a viral nostalgia trend that pushed tracks from 2015 to 2017 back up the charts. The Chainsmokers featuring Halsey’s hit “Closer” benefited heavily from this retro wave.
The Luminate 2026 report also highlights a structural realignment in language and borders. Spanish-language music consumption climbed to 9.4 percent of total U.S. on-demand streams, meaning nearly one in ten streams is now in Spanish. English-language consumption fell to a historic low of 87.1 percent. U.S. casual monthly listenership of the Latin genre peaked at 54 percent in the first quarter of the year.
This global diversification extends to export power rankings. South Korea rose to the number three spot, driven by the enduring power of BTS, while Brazil climbed to number eight on the strength of artists like Alok and Annita. Switzerland ranked as the most diverse music market, while India was the least diverse.
SVOD Originals and the Power of Library Content
On the television and film front, the streaming wars are entering a new phase. Netflix still commands a dominant 57 percent share of U.S. original content viewing time, but that share slipped year over year. Prime Video and HBO Max made the biggest gains, with HBO Max’s “The Pitt” leading among all SVOD originals. However, its second-season viewing was eclipsed by newly tracked broadcast series.
Despite the hype surrounding new exclusive content, audiences are spending nearly 60 percent of their viewing time on content more than one year old. Major U.S. services offer nearly 19,000 library titles compared to just 7,000 originals. This reliance on catalog content comes as U.S. TV premieres dropped to 517 in the first half of 2026, down sharply from 930 in 2022.
What Happens Next
The data points to a future where culture-driven growth and community engagement dictate market success. The rise of the superfan economy is becoming a critical revenue driver, with 20 percent of U.S. music listeners now classified as superfans who engage with artists in five or more ways. These high-value fans, heavily concentrated in Gen Z and Millennial demographics, show a willingness to spend that far outpaces casual listeners.
Artificial intelligence will also be a space to watch. While AI-assisted tracks have yet to profoundly impact long-term consumption behavior, 54 percent of U.S. musicians report positive feelings toward generative AI tools, and 18 percent actively use them to edit or remix existing music. As the streaming market stabilizes globally, expect labels and platforms to lean harder into superfan monetization, international repertoire, and AI-assisted production to capture the next wave of audience attention.
— Lucas Berg, entertainment desk, AXO News