Ignore the West: Music Streaming Growth 2026 is in LatAm & Asia

Ignore the West: Why Your Next Superfan is in Brazil or Indonesia

For years, the music industry’s gaze has been firmly fixed on the West. The US and UK markets have long been considered the holy grail for artists seeking to break through. But what if I told you that the landscape is shifting dramatically, and the real gold rush for superfans is happening thousands of miles away?

The truth is, streaming growth in traditional Western markets has plateaued. While still significant, the explosive year-on-year increases we once saw are a thing of the past. So, where should you be looking for your next wave of dedicated listeners? The answer lies in the vibrant, rapidly expanding markets of Latin America, Southeast Asia, and Africa.

Imagine a market where internet penetration is soaring, smartphone adoption is widespread, and a youthful population is hungry for new music. That’s precisely what’s happening in places like Brazil, Indonesia, Mexico, and South Africa. These regions are experiencing a digital music boom, with millions of new streamers coming online every year. By 2026, the explosion in music consumption from these territories is set to dwarf anything we’ll see in the West.

This isn’t just about passive listeners; it’s about finding superfans. These new audiences are incredibly engaged, often more so than their Western counterparts. They’re more likely to share music, attend local shows, and truly invest in artists they connect with. The opportunity to build a deep, lasting connection with a passionate fanbase in these regions is immense.

So, how do you tap into this burgeoning market? It’s not as daunting as it sounds, and you don’t need a massive budget to get started. Here’s an actionable tip to help you run a targeted ad campaign and find your next superfans:

Actionable Tip: Harness Spotify for Artists for Hyper-Targeted Ads

Spotify for Artists isn’t just for tracking your streams; it’s a goldmine of data that can inform your marketing strategy. Let’s say you want to target São Paulo or Mexico City, two major hubs for music consumption in Latin America.

  1. Analyze Your Spotify for Artists Data:

    • Go to your “Audience” tab in Spotify for Artists.

    • Look at your “Listeners” and “Streams by country/city” data. Do you already have a small but engaged audience in Brazil or Mexico? Even a handful of listeners is a good starting point. This data validates that your music resonates there.

    • Pay attention to demographic data if available – age groups, gender. This will help refine your ad targeting.

  2. Identify Similar Artists:

    • In Spotify for Artists, look at the “Fans also like” section or explore playlists your music appears on in those regions. This will give you insights into the local music taste and help you identify similar artists who are popular in São Paulo or Mexico City. This is crucial for interest-based targeting.

  3. Set Up Your $50 Ad Campaign (e.g., on Facebook/Instagram Ads Manager):

    • Objective: Choose “Traffic” (to drive listeners to your Spotify profile) or “Engagement” (if you want to build awareness on social media first).

    • Audience: This is where the magic happens.

      • Location: Target “São Paulo, Brazil” or “Mexico City, Mexico.” Be specific!

      • Age/Gender: Use your Spotify for Artists insights to refine this. If your audience skews younger, set a younger age range.

      • Interests: This is key! Target fans of the “similar artists” you identified earlier who are popular in that specific city. You can also target broad music genres popular in the region (e.g., “Latin Pop,” “Indie Rock Brazil,” “Electronic Music Mexico”).

      • Behaviors (if available): Sometimes you can target people who have shown interest in music streaming services.

    • Budget & Schedule: Set a total budget of $50 for 5-7 days. This allows for enough time for the algorithm to optimize and gather data.

    • Creatives: Use engaging visuals or short video clips of your music. Text should be in Portuguese for Brazil or Spanish for Mexico, and include a clear call to action like “Listen Now” or “Check out my new single!”

    • Placement: Start with Facebook and Instagram feeds, as these are highly popular in these regions.

Why $50? It’s an entry-level budget that allows you to test the waters without breaking the bank. You’ll gather valuable data on what resonates with these audiences, which can inform future, larger campaigns. Even a small budget can make a significant impact when hyper-targeted.

The Payoff: By shifting your focus and strategically investing in these growing markets, you’re not just chasing streams – you’re cultivating genuine connections. Imagine finding thousands of dedicated fans who actively champion your music, attend your shows when you tour, and spread your sound organically. That’s the power of looking beyond the West.

The future of music fandom is global, and the next wave of superfans is waiting to discover you in places like Brazil and Indonesia. It’s time to expand your horizons and embrace the incredible opportunities these vibrant markets offer.