BTS’ U.S. Popularity Hits a New High: 42% of Americans Know BTS, 46% Love Them

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…