According to head of sales Latam Diana Ramirez, Latin America represents 21% of monthly active users
Brazil was chosen to host the first edition of Spotify Sparks, an event that discussed, on the 19th, the future of digital audio with the aim of showing the opportunities for brands.
Diana Ramirez, head of sales Latam at Spotify, explains the relevance of the region for the global operation of the addition platform. According to her, Latin America represents 21% of monthly active users in the world, driven mainly by Brazil and Mexico.
This is a significant number, even when compared to other platforms.
Latin America
Latin America represents 21% of MAUs (Monthly Active Users) globally, and Brazil is one of the most important countries in the world in the Ad Spend Top 7, which is why we are hosting the first edition of Spotify Sparks, a summit promoted by the Spotify advertising team Spotify, here in Brazil. Later this year, Spotify Sparks will be held in India, with other markets planned for 2024.
Opportunities
The main objective of this summit is to show brands the opportunities they can achieve through Spotify. As the world’s most popular audio platform, with a deeply engaged global audience, Spotify is culturally relevant to different audiences, and we can create meaningful opportunities for advertisers to reach their desired audiences. With this event, we can show advertisers how they can reach this unique place.
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I believe that the future of audio is completely linked to building an audio content ecosystem that allows everyone to create it, and we are working on that. With this, the future of digital audio advertising is set to grow in Latin America and Brazil, creating increasingly personalized and effective opportunities for brands.
Brands are understanding the power of sound and personalization in ads on Spotify, and we want to reinforce that Spotify’s culture-shaping content creates meaningful opportunities for their brands. We have 21% monthly active users in the region, driven mainly by Brazil and Mexico. And that’s a significant number, even when compared to other platforms.
Cenrio
It is important to understand the digital audio landscape in the region. Latin America has seen significant growth in digital audio consumption, including streaming music and podcasts. Brazil, for example, is the second largest market in terms of consumption and creation of podcasts on Spotify. Brands should take advantage of this trend by integrating their advertising with audio content, personalizing and segmenting their content. The Sonic science survey, sponsored by the platform, for example, showed that Spotify listeners integrate audio into every part of their lives, 24 hours a day, from walking and reading to cooking, studying and sleeping. More than a third of study participants said they pay full attention to the audio when listening. Additionally, we have a user base, especially Gen Z, who are willing to accept advertising as a way to access the world’s music, so being on Spotify means being able to reach an audience in a precise, targeted and personalized way.
Advertisers
Advertising has been an important source of revenue for Spotify, and Latin America, including Brazil, is one of the most important markets for the global advertising business. Advertisers are key players in the Spotify ecosystem. They help ensure that more than half of our users enjoy the platform for free, while their investments contribute to the growth of the audio industry and provide users with relevant content.
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Audio ads on Spotify serve as a great connector between audiences and brands. Due to our ability to understand users’ habits and the growing number of free users, we develop assertive ads in partnership with brands.
Read the full interview in the September 25, 2023 edition
