While it’s true that hip-hop and Latin music have dominated
Billboard’s global charts since their September launch, pop music is far from monolithic. “There are two sides to the coin,” says YouTube trends manager Kevin Meenan. “On one hand, music has become super global and is traveling like never before. But we’re also seeing that local music still really resonates locally.”
In fact, the hitmakers in most countries are local, according to the findings of a YouTube analysis of the top 2020 acts in 10 world markets. (See charts below.) The video streaming platform —which counts over 2 billion logged-in users across 100 countries and 80 languages (and is a data provider for