International Music Trade: New Insights from Global Streaming Data

The digital age has revolutionized the way we consume music, breaking down traditional barriers to access and transforming global trade and access to online music. With streaming services offering near-instant access to songs from every corner of the world, the dominance of Anglo-American music remains a key trend. However, an evolving landscape reveals a growing presence of new players on the global charts. By analyzing music chart data from 2017 to 2024, we can observe both longer-term trends and newcomer content in international music trade. IP protection of music is a key factor enabling digital music trade.

Top countries in the international charts: Who gets the most hits?

For decades, music originating from the United States and the United Kingdom has set the global tone, with artists such as Taylor Swift, Drake, and Ed Sheeran consistently topping international charts. Our analysis of Apple Music’s global rankings confirms that this trend persists.

Powerhouses of production and newcomers in global music streaming

However, the dominance of Anglo-American repertoire is now accompanied by strong contenders. French, German, South Korean, and Japanese music superstars have secured top ranks, reflecting their significant international fan bases.

Beyond these well-established markets, several countries are increasingly making their mark. Italy, Australia, Canada, Nigeria, and Uruguay have seen a rise in the share of domestically produced and first released performers entering global charts. For example, Italian singer Måneskin gained worldwide recognition after winning Eurovision continues to dominate international airwaves. Meanwhile, Nigeria’s Afrobeats explosion, led by stars like Burna Boy and Wizkid, exemplifies how regional genres can attain global appeal.

Top music producing countries in global music streaming

Rising Stars: Global Music Ranking – Apple Music, Global Streaming Charts. Note: 2024 data is incomplete. Chart: Creative Industries Insights Series, WIPO (2025) – Technical Note – Get the data – Download image.

Digital music trade knows no borders

A novel insight from our research, released on this year’s World IP Day, comes from examining national chart data from iTunes between 2013 and 2022 across 19 selected markets. This data highlights not only the production of music but also the way music travels and is consumed internationally. As expected, Anglo-American music dominates in most national charts, but a closer look reveals fascinating cultural exchanges.

Foreign music: Who exports?

For instance, South Korea’s K-pop wave has seen an unparalleled rise, with groups like BTS and BLACKPINK enjoying massive success across Asia, North America, and Europe. Japan emerges as the largest importer of South Korean music, illustrating the strong cultural ties and consumption patterns between these neighboring nations. Meanwhile, Latin music, propelled by artists like Bad Bunny and J Balvin, has extended its reach well beyond Spanish-speaking audiences, influencing charts in the U.S. and Europe.

Linguistic and cultural ties also play a crucial role in shaping music trade. Countries sharing the same language or hosting large migrant communities tend to exchange more music. This is evident in the popularity of Latin American artists in Spain or the enduring influence of Bollywood music in Indian diaspora communities worldwide.

Foreign music produced abroad people listen to on iTunes in 19 different markets

The Sound of Your Place – Apple Live iTunes, National Charts. Note: Country share (origin) in total music exports to selected music markets (destination), excluding consumption of domestic music. Chart: Creative Industries Insights Series, WIPO (2025) – Technical Note – Get the data – Download image.

Music artists and social media: Who goes viral?

Beyond geography and language, new forces are reshaping global music consumption.

Social media platforms like TikTok have emerged as powerful drivers of viral hits, allowing tracks to break into international charts overnight. Songs like "Dance Monkey" by Australia’s Tones and I or "Calm Down" by Nigeria’s Rema gained worldwide traction largely due to their virality on digital platforms.

Music streaming algorithms: The new kid in town

Streaming algorithms also influence what music reaches listeners, determining which tracks get placed on influential playlists and thus dictating trends. The question of gatekeeping—who controls access to top charts—has also evolved. Traditionally, record labels, marketing, radio stations played dominant roles in curating popular music. Today, a combination of social media trends, playlist curators, and algorithmic recommendations shapes what rises to the top, sometimes giving independent artists a greater chance to break through but also consolidating power among a few major streaming platforms.

The future of music trade

The landscape of global music trade is in flux, shaped by a mix of cultural tradition, technological shifts, and evolving audience preferences. While Anglo-American music still commands the charts, an increasingly diverse set of artists and genres is gaining international recognition. As streaming services continue to connect listeners across the world, the music industry’s future will be defined by an even more dynamic and globally interconnected soundscape. Whether it’s K-pop, Afrobeats, or reggaeton, one thing is clear: music knows no borders.