The rapid expansion of music streaming platforms has transformed how artists attract audiences and achieve commercial success. While traditional explanations emphasize artist popularity and audience size, digital platforms increasingly shape consumption through rankings, recommendation systems, and visibility-enhancing mechanisms. This study investigates the determinants of streaming success in Spotify Vietnam, one of Southeast Asia's fastest-growing digital music markets, with particular attention to the relative importance of artist popularity and platform-generated visibility. Using a dataset of 211 songs collected from Spotify Vietnam's Top 200 chart, the analysis combines market concentration measures with econometric modeling. Streaming performance is examined through Ordinary Least Squares (OLS) regressions estimated with HC3 heteroskedasticity-robust standard errors. Explanatory variables include artist popularity indicators, chart visibility measures, collaboration status, and artist platform presence. The results indicate that platform visibility plays a more important role than conventional popularity measures in explaining streaming outcomes. Peak chart position and artist frequency emerge as significant predictors of streaming performance, whereas monthly listeners and follower counts lose explanatory power once visibility-related variables are considered. Concentration measures further reveal that a relatively small number of artists capture a substantial share of total streams, consistent with superstar dynamics and cumulative advantage processes. The study contributes to the literature on digital platforms, attention economics, and cultural markets by demonstrating that streaming success is shaped not only by artist popularity but also by platform-mediated visibility mechanisms. It further provides new evidence from an emerging Southeast Asian market and highlights the growing influence of platform architecture on cultural consumption.