A decade ago, Latin music made up just 8% of global Spotify streams. Today, it accounts for more than a quarter (27%) of all listening worldwide-a testament to the artists and fans who have fueled its unstoppable rise.
Now celebrating its 10th anniversary, Viva Latino, Spotify's flagship Latin music playlist, has been at the center of this evolution. Launched in 2015 as one of the first major Latin music playlists on a streaming platform, Viva Latino has helped connect listeners to new voices, genre-defining anthems, and the next wave of global superstars. In that time, global Latin music streams have grown by over 2,500% on Spotify, representing an increase of more than 587 billion streams.
At its heart, Viva Latino is about celebrating the artists who are defining the sound of a generation and the fans who make every song a movement. Spotify's music editors curate the playlist to spotlight rising stars, honor established icons, and capture the moments that matter most to the Latin music community. More than just a playlist, Viva Latino has been a bridge, exporting identity, sounds, and culture to the world.
Viva Latino's influence on the global Latin music landscape over the last decade is unmatched, said Antonio Vazquez, Head of US Latin Editorial, Spotify. Over the years, the playlist has become one of the most recognized destinations for Latin music and a synonym for Latin hits. It has opened doors and served as a catalyst for the success of so many Latin artists who are now global superstars, and we couldn't be more proud to have created those connections and helped tell their stories. Viva Latino is in constant evolution, and I can't wait to see what the next 10 years will bring.
Spotlighting breakthroughs and cultural shifts Viva Latino has played a key role in surfacing hits before they topped the charts. For instance, Anitta's Envolver appeared on the playlist 132 days before hitting No. 1 globally; Myke Towers' LALA 99 days before; and Xavi's La Diabla 29 days before. For artists like KAROL G and Rauw Alejandro, early playlist support helped introduce their music to new audiences and set the stage for global stardom.
As Latin music has evolved, so has Viva Latino, reflecting the rise of corridos tumbados, M sica Mexicana, and other genres now making waves worldwide.
A decade of impact Viva Latino has helped redefine the reach of Latin music. Here are just a few highlights from its first decade:
Viva Latino is now one of Spotify's top five playlists globally.
Listeners have streamed the playlist for more than 595 million hours since 2017.
La Bachata by Manuel Turizo holds the record for the longest run on Viva Latino (33 months), followed by:
VISTA AL MAR by Quevedo (30 months)
Feliz Cumplea os Ferxxo by Feid (30 months)
PROVENZA by KAROL G (28 months)
Hey Mor by Feid and Ozuna (28 months)
Hey Mor by Feid and Ozuna is the most-streamed song in Viva Latino history.
Be le's breakthrough: Within a month of his Viva Latino debut in 2019, Be le's streams surged by 168%.
A platform for artists, a community for fans As Viva Latino turns 10, we're celebrating the talented artists and passionate fans who have made the playlist a global destination, and we're looking ahead to even more discoveries, anthems, and milestones.
Hit play below and join us in celebrating a decade of Viva Latino.
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A decade ago, Latin music made up just 8% of global Spotify streams. Today, it accounts for more than a quarter (27%) of all listening worldwide-a testament to the artists and fans who have fueled its unstoppable rise.
