Spotify’s popularity is on the rise, as the music platform is one of those that best adapts to the cutting edge of new technologies; in fact, it is the most used by listeners in the world and various figures confirm this, since it has a record of more than 450 million global audiences.
Thanks to that massive number of users, the platform streaming has the possibility of analyzing factors such as tastes that, in turn, set the consumption trend for each person.
In this sense, Spotify wanted to carry out an analysis in relation to several of the preferences that digital users have when using the apps, under the idea of knowing a little about the personalities of the listeners. To do this, the Swedish company contacted the global media and marketing agency Mindshare.
One of the data found is that of the amount of audience that the platform accumulates in Latin America, which is 100 million, according to Cynthia Rechhi, head of Mindshare’s Data & Analytics division. This means that the English-speaking continent is of great interest to the multimedia company.
Added to this, Latin American artists also have to do with the impact of Spotify, as several have broken world records.
Taken together, the report stresses that the majority public in the region are young people, you want to represent 60% of users between the ages of 18 and 34; this population group is one of the most relevant to the results obtained.
In terms of consumption by each nation, it is suggested that Chile is the “most musical”, since a little more than 50% of the total population uses Spotify. Then come the other territories, as follows: Argentina (36%), Mexico (32%), Brazil (25%), Peru (23%) and Colombia (18%).
But that is not all, One of the most relevant points in the analysis of consumption is the one that has to do with identity, which constitutes the selection of music of each user in the apps. In this part, the study determines that the local artists of each country tend to be the influencers in terms of trends, regarding the phenomenon of global expansion and development.
Thus, for each nation there is a type of content that is most consumed. For example, while in Brazil music and podcasts are mostly linked to the nostalgic, in Argentina listeners opt for the most relaxing sounds.
In the case of Colombia, the country recognized for its musical influence, it prefers content or love songsThe same goes for nations like Peru and Mexico.
For Rita Ibarra, commercial director of data and information strategy at Mindshare, “music is a key element to understand the multidimensionality of people. When we develop a communication strategy, we must stop thinking in dichotomous terms and embrace the melting pot of colors that we are as individuals. In a world immersed in visual stimuli and screens, sound is a crucial element for content and entertainment experiences. Sklaper.
In the same vein, to carry out the data collection in the study, Mindshare focuses on the behaviors of listeners based on the way they use Spotify.
In addition, there were also surveys, with which the platform company streaming determines that self-expression, connection and sense of belonging with social groups, emotions, pushing cultural limits, activity and movement, finally, the discovery of new artistsare the six key identity mindsets for each user.