Is Country Music the Next Big Global Genre?

Country’s Surprising Rise in Streaming Numbers

Country music has seen a jaw-dropping surge in streaming numbers over the past few years. According to Luminate’s 2024 midyear report, country music listening grew by more than 20% globally compared to the previous year. This isn’t just a fluke—it’s a genuine shift in how people worldwide are discovering and embracing country tunes. While genres like hip-hop and K-pop have dominated streaming in the past, country’s steady march forward is impossible to ignore. Nashville labels have reported record-breaking overseas streams, especially in countries like the UK and Australia. Even Spotify launched its first Global Country playlist in early 2024, curating hits for a worldwide audience. The numbers show that country isn’t just for the American South—it’s resonating everywhere.

International Country Music Festivals Are Booming

In recent years, international country music festivals have ballooned in popularity, drawing massive crowds. C2C: Country to Country, which started in London, now takes place in cities across Europe, including Berlin and Dublin. In 2024, the festival saw record attendance, with over 80,000 fans flocking to see headliners like Luke Combs and Kacey Musgraves. Australia’s CMC Rocks QLD festival also sold out within hours, indicating robust demand. These festivals are introducing new audiences to the genre and proving that country music’s appeal crosses borders effortlessly. Fans often travel from neighboring countries, showing that country fandom is no longer just a local phenomenon.

Global Collaborations Break Down Barriers

Country artists are increasingly teaming up with international stars, making cross-genre and cross-border collaborations the norm. In 2023, American country singer Breland released a duet with British pop star Anne-Marie, which quickly climbed UK charts. At the same time, country groups like The Shires (UK) and Casey Barnes (Australia) are achieving mainstream success in their home countries and beyond. These partnerships help introduce the genre to listeners who might not otherwise explore country music. The trend shows no sign of stopping, as artists recognize the value of working together to reach new ears.

Country Artists Topping Charts Outside the US

It’s not just American country stars making waves. In 2024, Zach Bryan’s album spent several weeks in the top 10 of the UK Albums Chart, an achievement that would have seemed unthinkable a decade ago. Canadian country singer Tenille Townes broke into the top 20 in Germany and Ireland. Even in traditionally non-country markets like Sweden and Japan, country singles are appearing on national charts. This global chart presence reveals a hunger for the genre that goes far beyond its American roots.

Streaming Platforms Champion Country Playlists

Streaming giants like Spotify, Apple Music, and Amazon Music have invested heavily in promoting country music. For instance, Spotify’s “Hot Country” and “Country Gold” playlists now include tracks from artists in Canada, the UK, and Australia, not just Nashville. Apple Music rolled out their “Global Country” playlist in 2024, featuring artists from Brazil, Germany, and South Africa. These platforms’ algorithms are also recommending country tracks to listeners who may never have searched for them, increasing organic discovery worldwide.

Social Media’s Role in Country’s Global Growth

Platforms like TikTok and Instagram are helping country music go viral in unexpected places. Lil Nas X’s “Old Town Road” originally exploded on TikTok, blending country with hip-hop and reaching billions of views. In 2024, viral trends like the “Country Roads Challenge” saw users from Asia, Africa, and South America sharing their own takes on classic country songs. Hashtags like #CountryMusic and #CountryVibes have racked up billions of views, demonstrating the genre’s broad digital appeal and its ability to adapt to new trends.

Country Music’s Relatable Themes

One reason for country music’s international appeal is its universal themes—love, heartbreak, family, and small-town life. These stories resonate with people from all backgrounds, even if they’ve never set foot in Tennessee. In interviews, fans from Germany to Brazil cite the authenticity and storytelling in country songs as a big draw. Country lyrics cut across cultures, connecting listeners through shared emotions and everyday struggles. This relatability gives country an edge, helping it to transcend language and geography.

Major Labels Expanding Into New Territories

U.S. country labels are opening offices and signing artists in Europe, Asia, and Australia. Universal Music Group Nashville announced a new partnership with UK-based Decca Records in 2024 to promote country artists internationally. Sony Music Nashville has invested in talent development programs in Canada and Australia. These strategic moves signal that the industry sees real potential for country music on a global stage, and is putting its money where its mouth is.

Influence of TV and Streaming Shows

The popularity of TV shows like “Yellowstone” has introduced country music to a wider audience. “Yellowstone” soundtracks, packed with Americana and country hits, have driven millions to streaming platforms to explore featured artists. Netflix’s “Heartland” and Amazon’s “Daisy Jones & The Six” have also brought country and folk-infused soundtracks to global viewers. These shows act as a gateway, sparking curiosity and leading viewers to seek out more country music on their own.

Rise of Non-American Country Artists

Artists from outside the U.S. are making serious waves in the genre. British duo The Shires became the first UK country act to score a top 10 album on the UK Albums Chart. Australian artist Morgan Evans signed with Warner Nashville and toured with American stars, earning a loyal following at home and abroad. Even in South Africa, artists like Roan Ash are blending local flavors with country’s signature sounds, earning international recognition.

Country Music’s Presence at Global Award Shows

Country music’s profile at international award shows has never been higher. At the 2024 Brit Awards, country-pop artist Kelsea Ballerini performed live, and the event featured a new “Best International Country Artist” category. The JUNO Awards in Canada have expanded their country categories and now regularly feature Nashville stars as presenters and performers. These prestigious showcases expose the genre to millions of viewers who might not hear country music otherwise.

Growth of Country Radio Overseas

Country radio stations are popping up in places you’d never expect. In the UK, Absolute Radio Country launched in 2021 and has seen double-digit growth in listenership year over year. Australia’s Triple M Country and Canada’s Pure Country network are expanding their coverage and audience reach. Even in France and Germany, country radio shows now have loyal followings, helping to nurture new fans and introduce local artists.

Young Fans Driving the Trend

Younger listeners are fueling country’s global explosion. According to a 2024 survey by IFPI, people aged 18-34 are the fastest-growing demographic for country music streaming outside the U.S. TikTok creators and Gen Z influencers are remixing old country classics and putting their own spin on new tracks. This youth-driven energy is vital, ensuring the genre stays fresh and relevant across generations and borders.

Country Music’s Evolution in Sound

Modern country music isn’t afraid to experiment, blending pop, rock, EDM, and hip-hop influences. Artists like Sam Hunt and Keith Urban have collaborated with pop and rap stars, bringing new sounds to the genre. Country-pop crossovers are especially popular in Europe and Asia, where listeners are drawn to catchy hooks and upbeat rhythms. This evolving sound makes country more accessible to people who might not have liked the twangy, traditional style.

Huge Social Media Followings for Country Artists

Country artists are building massive global followings on social media. Luke Combs, for example, has over 8 million followers on Instagram and millions more on TikTok and Twitter. Kacey Musgraves regularly interacts with fans in multiple languages, posting updates from her world tours. These online communities connect fans from all corners of the globe, fueling excitement for new releases and international tours.

Country Music in Movies and Video Games

Country songs are popping up in blockbuster movies and popular video games, exposing new audiences to the genre. The 2024 film “Drive Me Home” featured a soundtrack packed with country hits, which led to a spike in streams for those tracks. Games like “Red Dead Redemption 2” showcase Americana and country music, with millions of players discovering the genre for the first time while exploring virtual frontiers.

International Songwriting Camps Foster New Talent

Songwriting camps in Nashville, London, and Sydney are bringing together talent from around the world. These camps encourage collaboration between American and international artists, leading to fresh sounds and innovative lyrics. In 2024, the Nashville Songwriters Association International reported that a record number of foreign songwriters attended their workshops. This cross-pollination is essential for keeping country music dynamic and globally relevant.

Country Merch and Fashion Going Global

Cowboy boots and hats aren’t just for Texans anymore. Country fashion is trending worldwide, with brands like Levi’s and Wrangler reporting increased sales in Europe and Asia. In 2024, Paris Fashion Week featured several designers inspired by Western motifs. Fans from Tokyo to Berlin are embracing the “country chic” look, proving that the genre’s influence extends far beyond music.

Educational Programs Introducing Country to New Generations

Music schools and universities outside the U.S. are launching courses on country music history and performance. In the UK, some schools include teaching about country music, and students in Germany are forming country bands as part of their studies. These educational efforts are planting seeds for the genre’s future growth, equipping young musicians with the skills to innovate within country music.

Country Music’s Resilience and Adaptability

Despite challenges and changing tastes, country music has shown remarkable resilience. The genre has weathered countless trends, adapting to new sounds while staying true to its roots. Its ability to reinvent itself has been crucial in capturing new fans and staying relevant. As new technologies, collaborations, and cultural shifts continue, country music appears more ready than ever to take its place on the world stage.