The local music scene witnessed a significant shift in 2024, with Original Pilipino Music (OPM) gaining unprecedented traction. From the rise of emerging artists like Maki, Dionela, and Cup of Joe to the dominance of the nation's girl group BINI, Filipino music made a strong impact, capturing both mainstream and indie audiences.

This growing enthusiasm for homegrown music is reflected in Luminate's 2024 year-end report, which highlighted the Philippines as a standout market for premium streaming growth of local songs among non-English-speaking countries. The country recorded an impressive 3.32 percent increase in local song streaming, leading other nations in the shift toward domestic content.

Luminate's data also revealed a contrast in music preferences between English-speaking and non-English-speaking countries. While English-speaking markets saw a decline in the share of local content due to international imports, non-English-speaking markets—including the Philippines—showed a growing preference for local music.

Streaming of international hits from the UK, US, and South Korea saw declines in the Philippines in 2024, with UK music dropping by 0.91percent, US songs by 0.75 percent, and South Korean tracks by 0.63 percent.

Meanwhile, audience data from the US suggests that music remains a top leisure activity, with music documentaries emerging as a lucrative avenue for rights owners and investors.

As the global music industry evolves, the Philippines' growing support for OPM signals a new era of success for local talent, proving that homegrown music can thrive on the world stage.