The audio streaming market in Mexico has experienced notable growth, reaching 68.9 million users by the end of 2024. According to Radamés Camargo, Analysis Manager at the consultancy The CIU, nearly 70% of Mexican internet users used applications like Spotify, YouTube Music, Apple Music, Amazon Music, and others last year.
The entry of new players into the market, such as Qobuz, Deezer, Tidal, and Trebel, has significantly contributed to this growth. These platforms offer free options with ads, as well as premium plans. The presence of exclusive content and immersive experiences, such as high-resolution audio, has led Mexican users to use more than one audio streaming application and even subscribe to more than one service per month.
According to the study "Audio Streaming in Mexico: Users and Platform Preferences," smartphones are the most used devices to access digital content, followed by Smart TVs, tablets, smart wireless speakers, and computers. Despite this, only about 13.9 million users have a paid subscription to these platforms.
Radamés Camargo pointed out that, despite the significant improvements offered by paid subscriptions, just over 20% of users subscribe to premium packages. This figure has experienced a growth of 1.4% compared to the previous year. Strategies such as bundling with other services, price promotions, and original content have boosted the subscription to digital audio platforms in the country.
Although Spotify continues to lead the market in Mexico, with 73.4% of users, it has lost ground to its competitors. Platforms like Amazon Music, YouTube Music, Apple Music, Trebel, and Deezer have gained preference in the last year. Despite this, Spotify remains far ahead of its rivals, as Amazon Music accounts for only 8.5% of users in Mexico.
Experts agree that Mexico offers fertile ground for audio streaming, becoming an increasingly relevant service for users. The incorporation of Artificial Intelligence for music recommendations promises to enhance the user experience and broaden the possibilities for market expansion and strengthening in the future.
