Spotify Stands Tall in Mexico - eMarketer

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Spotify Stands Tall in Mexico

Nearly two-thirds of all streaming users in Mexico are on Spotify

July 12, 2016

More than 60% of streaming music users in Mexico are tuning in to Spotify, data from The Competitive Intelligence Unit shows. With Google Play making up 12.3% of the streaming music user share nationwide, it’s clear that Spotify is the go-to service for users in Mexico.

Digital/Streaming Music User Share in Mexico, by Platform, Q2 2016 (% of total)

Apple Music and Tidal, two relatively new streaming services, have thus far failed to make a sizeable dent in Spotify’s share of streaming users, with Apple Music at about 8% and Tidal barely cracking 2% of streaming music users. Claro Musica, a streaming service on offer throughout Latin America that offers both the option to stream music and to buy it, carries nearly 7.5% of streaming users.

And Spotify really does dominate the streaming market in Mexico: Over 25% of internet users surveyed by GlobalWebIndex survey in 2015 said they were Spotify users, the second highest figure in the world, behind Sweden.

Top 5 Countries, Ranked by Spotify User Penetration, Q2 2015 (% of internet users)

However, while not strictly the same category, when it comes to digital radio, listeners in Mexico spend less time listening than their counterparts in several other countries in the region. Take Chile, for example, where listeners average 5 hours of listening per week, compared to Mexico’s just under 4 hours.

And regionwide, Mexico trails, too: Audio Ad and Oh! Panel’s September 2015 report lists the average time spent listening to digital radio at 4 and a half hours. So while the enthusiasm for Spotify is certainly present in Mexico, the same isn’t necessarily true for other streaming services—or for digital radio.

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