Rocío Guerrero, Director of Music, Latin-Iberia at Amazon Music, believes that Latin American music has yet to reach its full global potential, especially as streaming services continue to gain traction in the region. Guerrero stated that as streaming platforms expand in Latin America, more Latin music will appear on global charts, impacting non-Latin countries and driving further growth.
According to the Recording Industry Association of America (RIAA), Latin music generated $500 million in revenue in the United States in the first half of 2026, an 8.6% increase from the same period in 2025. Guerrero highlights the diversity of genres and cultures in Latin America, with many sounds and countries still to be discovered by international audiences.
She notes that the success of reggaeton has paved the way for other genres, such as regional Mexican music, to gain global recognition. Technology has enabled artists like Shakira and Bad Bunny to reach fans in countries like India and Japan, where they have a significant following.