According to Luminate’s 2026 Midyear Report, several key streaming trends have emerged in the music, film, and TV sectors. Music streaming has reached new heights globally and domestically. Meanwhile, genre diversity is reshaping the streaming landscape.
Music Streaming Trends
Music streams have seen significant growth. Global on-demand audio streams hit 2.8 trillion in the first half of 2026, compared to 2.5 trillion in the same period last year. In the U.S., on-demand audio song streams increased to 732.7 billion from 696.6 billion in 2025.
R&B and Hip-Hop
R&B/hip-hop remains the most popular streaming genre in the U.S., accounting for nearly 1 in 4 on-demand audio streams. However, its dominance is declining. In early 2026, R&B/hip-hop made up 30% of U.S. album-equivalent consumption, down from 41% in 2023.
“R&B/Hip-Hop remains a commercial force, but its dominance is leveling off. The streaming landscape is diversifying with growth from genres like Country and Latin,” noted Jaime Marconette, Luminate’s VP of music insights.
R&B/hip-hop had nearly 180.3 billion streams in the U.S. in early 2026, followed by rock, pop, country, and Latin music.
Latin and Country Music
Latin music is gaining traction in the U.S. Nearly 1 in 10 streams in the U.S. were in Spanish in early 2026. Globally, Latin music streams reached 363.2 billion in the first half of 2026. Top albums show the rise of Latin and country music, with Morgan Wallen, Ella Langley, and Bad Bunny leading the charts.
Ella Langley exemplifies the growing audience for country music. She attracts younger, streaming-forward fans.
AI-Generated Music
A small number of AI-generated tracks are seeing sharp rises in popularity. Songs like Chill77’s “Papaoutai (Afro Soul)” and Breaking Rust’s “Livin’ on Borrowed Time” experienced millions of streams both inside and outside the U.S.
“AI-generated tracks are creating temporary spikes in discussion and streaming, though their long-term impact is still emerging,” stated Marconette.
Film and TV Streaming Trends
In the U.S., Netflix leads in original film and TV streaming, accounting for 57% of viewing time. Prime Video, Hulu, and others follow. Originals accounted for substantial streaming hours, with original TV series being the most popular.
Top Films and Series
The most-streamed original films in the U.S. from Netflix are “The Crash,” “The Rip,” and “Apex.” In original series, HBO Max’s “The Pitt” leads with Netflix’s “The Lincoln Lawyer” and “Bridgerton” also gaining high streams.
However, library content from existing shows and movies continues to dominate viewer hours over original programming. Library TV and film have significantly higher streaming hours than their original counterparts, with nearly 19,000 library titles available compared to 7,000 originals.