BTS's Global Dominance: A Deep Dive into the Success of 'ARIRANG
BTS's global influence was on full display with the release of their fifth album, "ARIRANG." The group achieved remarkable streaming success, with a total of 3.8 billion streams on global music platforms in just eight weeks after the album's release. Their total album streams exceeded 5.3 billion during the same period, showcasing their widespread popularity.
The impact of BTS's complete group comeback and world tour after nearly four years was evident, as their popularity transcended continents. Central and South America accounted for 27% of the streaming share, followed by Northeast Asia at 17%, North America at 14%, Southeast Asia at 13%, and Europe at 12%. BTS's albums were consumed evenly across major markets worldwide, highlighting their global appeal.
Both the title track and B-sides of "ARIRANG" received love from fans, with "SWIM" becoming the first song released on Spotify this year to surpass 500 million cumulative plays. Tracks like "Body to Body" and "Hooligan" each surpassed 200 million streams, while all B-side tracks exceeded 100 million streams, setting a new record for the group.
BTS's strong physical album sales continued to soar, with CD and vinyl (LP) album sales exceeding 810,000 units in the United States alone, securing the top spot. Fandom loyalty also saw an increase, with active participation layer at 26%, attachment layer at 15%, and super fans at 9%, marking a rise compared to the previous year.
Public interest in BTS's music also grew significantly, with 44% of people feeling affinity for their music and 32% being listeners. This represents a notable increase compared to the previous year, indicating a broader appeal for BTS's music. Hispanic and Latin listeners accounted for 38% of the audience enjoying BTS's music.
Luminates highlighted that while the share of K-pop music listening is relatively low, the number of listeners enjoying BTS's music has increased. Additionally, a group that recognizes BTS as trendsetters and artists but does not frequently listen to their music was identified, representing 19% of the BTS awareness group.
Big Hit Music emphasized that BTS continues to maintain fandom loyalty while attracting new consumer bases, expanding their public reach. As BTS gears up for their world tour "ARIRANG," fans can look forward to their performances at Tottenham Hotspur Stadium in London, UK on the 6th and 7th of next month.