The Jackson estimate, however, did not take into account that his popularity appears to be growing as the streaming marketplace expands.
Sales and streams of Jackson's music grew steadily from 1.07 million album equivalent units in 2020 to 1.47 million in 2023 - up 37% over those three years - according to Luminate. That outpaced the overall U.S. music market for album consumption units, which grew 22.9% during that time period. Outside the United States, Jackson is arguably even more popular. In 2023, consumption of his music grew 38.3% to 6.5 billion on-demand streams, up from 4.7 billion streams in 2021.