Move over Fifth Harmony and Luis Coronel…
Young Latinos are turning to a different sound: country.
Yep, according to a study by the Country Music Association, there has been a 25 percent increase in Latino country music consumers since 2010. Meanwhile, the white audience for country music has only grown by 7 percent in the same time.
Not only are there more Latinos listening to country music, we are slowly outpacing the white community after all, but the study shows that non-whites are willing to pay more for their music.
We are also more likely to listen to music longer than whites by one hour in the 18-24 age group. The 18-24 age group is the fastest growing population listening to country music growing by 54 percent since 2005.
“We have seen a lot of growth in the composition of our nonwhite audience,” Karen Stump, senior director of market research for the CMA, told The Tennessean. “Even beyond the sheer numbers, the frequency they’re engaging in country music stood out.”