BTS continues to prove that its influence in the United States extends far beyond the K-pop fandom.
According to Luminate’s Q2 2026 U.S. music consumer survey, 42% of Americans say they know BTS, significantly higher than the 24% average across all artists included in the survey. Even more striking, 46% of Americans who know BTS say they like the group—the highest love rate BTS has recorded in Luminate’s surveys.
For a group that has been active for more than a decade, the numbers highlight just how deeply BTS has established itself in the American music landscape.
42% of Americans Know BTS
BTS’ awareness in the U.S. has grown substantially over the years.
In Luminate’s 2021 survey, 36% of respondents said they knew BTS. By Q2 2026, that figure had climbed to 42%, representing a six-percentage-point increase.
The gap becomes even more impressive when BTS is compared with other artists. While 42% of Americans recognize BTS, the average awareness level across all artists surveyed is just 24%.
Among the 22 K-pop artists and groups included in the survey, average awareness was around 11%.
That puts BTS in a category of its own when it comes to mainstream recognition in the U.S.
More Than Recognition—Americans Are Loving BTS
Knowing BTS is one thing. Actually liking the group is another.
Among Americans who said they know BTS, 46% said they like the group. That includes 19% who said they “like very much” and another 27% who said they “like somewhat.”
This marks BTS’ highest love rate ever recorded in Luminate’s surveys, up from 34% in 2021.
In other words, BTS has not only become more recognizable in America—the percentage of people who feel positively toward the group has also grown dramatically.
BTS’ Reach Extends Across Generations
Perhaps one of the most interesting findings is that BTS’ recognition isn't limited to teenagers and young adults.
Awareness of BTS by age group was:
- 13–17: 43%
- 18–24: 59%
- 25–34: 56%
- 35–54: 44%
- 55+: 28%
More than half of Americans between 18 and 34 know BTS, with the 18–24 demographic reaching an impressive 59%.
The group also performs strongly among older listeners, with 44% of Americans aged 35–54 and 28% of those aged 55 and older saying they know BTS.
That broad age range is significant because it suggests BTS' presence in the U.S. has moved well beyond a youth-oriented phenomenon.
The Love Rate Is Strong Across Every Age Group
BTS' appeal is also reflected in the percentage of people who like the group among those who know them.
The love rate reaches:
- 13–17: 60%
- 18–24: 47%
- 25–34: 44%
- 35–54: 48%
- 55+: 40%
The highest figure comes from teenagers, with 60% of BTS-aware 13–17-year-olds saying they like the group.
But perhaps more impressive is the consistency across older demographics. Even among Americans aged 55 and above who know BTS, 40% say they like the group.
ARIRANG Shows BTS’ Buying Power
BTS' impact in the U.S. isn't limited to awareness surveys.
Their latest studio album, ARIRANG, also demonstrated remarkable physical sales power.
The album sold 516,000 physical copies in its first week, including approximately 208,000 vinyl copies.
That vinyl figure is particularly notable. It represents the highest weekly vinyl sales of BTS' career and the highest weekly vinyl sales for a group since Luminate began tracking the format in 1991.
The strong vinyl performance also shows that BTS continues to attract listeners who are willing to purchase physical music—not simply stream their songs.
Billions of Streams Keep BTS’ Global Momentum Going
The momentum surrounding ARIRANG has also continued across streaming platforms.
The album accumulated billions of streams globally during its first several months, while BTS' broader catalog continued to generate substantial listening activity.
Across the same 16-week period, BTS' entire catalog reached approximately 8.7 billion global streams, with around 3 billion streams coming from songs released before ARIRANG.
That catalog performance is especially important. It suggests that interest in BTS isn't being driven solely by their newest release. Older songs continue to attract listeners alongside the group's latest music.
BTS' Influence Goes Beyond the Fandom
Taken together, the numbers paint a compelling picture.
42% of Americans know BTS. 46% of those who know them say they like the group. Awareness is particularly high among Americans aged 18–34, while positive sentiment remains strong across every age group measured.
At the same time, ARIRANG has demonstrated powerful physical sales, including record-setting vinyl numbers, while BTS' extensive catalog continues to generate billions of streams worldwide.
These figures suggest something bigger than fandom size.
BTS has built mainstream recognition, sustained consumer interest and cross-generational appeal in the United States.
After more than a decade at the center of the global K-pop movement, BTS continues to expand its reach—and the latest Luminate data shows that their American influence is not simply surviving. It is getting stronger.
42% know them. 46% love them. And BTS is still reaching new audiences. 💜