BTS favorability among US fans hits record high: Luminate data

A recent study by Luminate, a leading music data and analytics firm, reveals that BTS has achieved unprecedented levels of recognition and approval among American music enthusiasts. According to Luminate's second-quarter survey of U.S. consumers, the South Korean pop sensation's awareness rate stands at an impressive 42 percent, which is in close proximity to their peak awareness of 43 percent recorded in the third quarter of the previous year.

This figure represents an 18 percentage point increase from the group's average awareness of 24 percent among all artists tracked by Luminate, and roughly quadruples the 11 percent average favorability among the 22 K-pop acts included in their survey.

Awareness for BTS varied among different age groups, reaching a high of 59 percent among those aged 18 to 24, and a substantial 43 percent among 13-to-17-year-olds. A majority of individuals aged 18 to 34 recognized the group, underscoring their strong appeal across generations. Favorability, measured among those who expressed familiarity with BTS, reached an all-time high of 46 percent, surpassing the 34 percent recorded in 2021 when Luminate began tracking the group's metrics.

Favorability surpassed the 40 percent threshold, indicating a notable surge in positive sentiment towards the band.