How music streaming growth in the US defied its usual trend in 2025
Q3 is typically a quiet quarter for music streaming growth, but that wasn’t the case for the US in 2025. Here’s how, and why it matters.
Q3 2025 bucks streaming growth trend
2025 may not have been a standout year for culturally dominant music releases, but it did buck a recent trend for music streaming growth in the US. Historically, data shows that streaming growth usually slows in Q3 of each year as summer winds down and release schedules thin out.
But in 2025, US music streaming growth actually increased year-over-year in Q3 compared to Q2. Luminate reports that US on-demand audio streams grew 5.3% YoY, up from 4.6% in Q2. Notably, this uptick was unique to the US, with international markets maintaining steady growth.
But why?
Luminate suggests there are three reasons central to Q3’s growth in the US, all of which are kind of interlinked with each other.
In 2024, Q2 was massive. Major releases from artists like Taylor Swift, Dua Lipa, Billie Eilish, and Gracie Abrams pushed streaming growth higher. That momentum carried straight into “Brat Summer”, which dominated pop culture and listening habits globally.
2025 never had these iconic releases. With fewer era-defining, cultural releases, Q2 2025 growth was lower. That meant Q3 didn’t have to clear such a high benchmark to outperform it.
Q3 then arrived, and with it came a few notable releases. Albums like Sabrina Carpenter’s “Man’s Best Friend” and Justin Bieber’s “Swag” helped to drive more streams later in the year. On top of that, the cultural success of KPop Demon Hunters and its soundtrack performed strongly. It resonated strongly in the US, where ODA streams reached 1.9 billion in Q3.
The takeaway
Even in a year without defining hits or culture-dominating singles, music streaming in the US still found room to grow. The late surge in 2025 will feed directly into the year ahead, hopefully giving the year a strong start.
Plus, Q3 2025 proved that streaming growth isn’t driven solely by neatly planned releases calendars or predictable cycles. Soundtracks and late-year releases can still help move the needle, especially given how easily music is accessible now thanks to streaming.
What comes next remains to be seen, but hopefully music streaming growth continues on a positive foot for the year ahead.