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Morgan Wallen was uniquely positioned to take advantage of increasingly incurious and angry country music listenership.

But there's actually been a gradual increase in listenership going back much further it says, with streams of the genre in the UK growing by 154% since 2019, the year Lil Nas X released Old Town Road with country singer-songwriter Billy Ray Cyrus.

Today on Amazon Music more than a third of Latin music is now consumed outside Latin America, and in the last three years alone the listenership for Karol G has grown by more than 250%.

Rogan's backing could carry significant weight with his young, male listenership - which is also a demographic that Trump has been working hard to court ahead of the 2024 vote.

Podcast listeners are commonly understood to have tuned out hard news in favor of like-minded communities, which includes Cooper’s primarily Gen Z Daddy Gang listenership.