Global music markets show increasing local dominance
7 reported
A report from The Economist, cited by Marginal Revolution, indicates that music markets worldwide are becoming more localized, with domestic content increasingly dominating charts. In Denmark, only five songs in the top 20 were in Danish in 2019, but by 2025 that number had risen to 18. Similar trends are observed in other countries and entertainment forms, including television and video gaming. A 2023 paper by Will Page and Chris Dalla Riva noted rising domestic shares in European countries like France, Germany, Italy, and Poland. Since then, the phenomenon has spread, with Sweden’s share of Swedish-language streams in its top 20 rising from 29% in 2019 to 55% in 2025, and Norway’s from 13% to 38%. In Brazil, 96 of the top 100 artists on YouTube Music in the first week of June were Brazilian. Thailand, Indonesia, the Philippines, Nigeria, and South Africa also showed strong local content in their music charts, according to the IFPI.
What’s reported
In Denmark, only five songs in the top 20 were in Danish in 2019; by 2025, the figure was 18.
A 2023 London School of Economics paper by Will Page and Chris Dalla Riva noted rising domestic shares in top tens in France, Germany, Italy, and Poland.
Sweden’s share of Swedish-language streams in its top 20 rose from 29% in 2019 to 55% in 2025.
Norway’s share rose from 13% in 2019 to 38% in 2025.
In the first week of June, 96 of the top 100 artists on YouTube Music in Brazil were Brazilian.
Thailand had a solidly local top ten; Indonesia and the Philippines each had eight local tracks in their charts.
Nigeria’s top ten were all local; nine of South Africa’s top ten were local, per the IFPI.
Key figures
Will Page, formerly chief economist at Spotify
Chris Dalla Riva
IFPI (International Federation of the Phonographic Industry)
Sources: marginalrevolution.com
