A data profile of the people who buy, follow and care about Spotify in Brazil — modelled from more than twelve digital signal sources. Spotify has an estimated audience of 16,974,302 people in Brazil.
The average Spotify fan in Brazil is 36.0 years old, more female, and lives primarily in São Paulo.
The audience is concentrated in São Paulo, Minas Gerais, Rio Grande do Sul.
Top brand affinities include Neymar, Música sertaneja, Mobile app, with strongest over-indexing on Neymar (1.64× the country average).
Demographically, the Spotify audience skews more female with an average age of 36.0, and over-indexes on personality traits such as Extroversion, Creativity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 27 regions tracked by Rascasse.
The typical Spotify fan in Brazil is more female, around 36.0 years old, with strong Extroversion tendencies and a notable affinity for Neymar.
The key figures that characterise the Spotify profile in Brazil.
57.3% are female, 42.7% are male, average age 36.0.
| Metric | Value |
|---|---|
| Female | 57.3% |
| Male | 42.7% |
| Average age | 36.0 |
| Estimated audience size | 16,974,302 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 26% | |
| 20-29 | 24% | |
| 30-39 | 20% | |
| 40-49 | 16% | |
| 50+ | 15% |
of the worldwide Spotify audience comes from Brazil.
| Country | Share |
|---|---|
| United States | 20.8% |
| Japan | 5.2% |
| Germany | 4.2% |
Where the Spotify audience in Brazil is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Santa Catarina | ~1M | 1.37× | |
| 02 | Rio Grande do Sul | ~1.5M | 1.33× | |
| 03 | Mato Grosso | ~400K | 1.23× | |
| 04 | São Paulo | ~5.5M | 1.21× | |
| 05 | Paraná | ~1M | 1.16× | |
| 06 | Goiás | ~800K | 1.16× | |
| 07 | Rondônia | ~200K | 1.15× | |
| 08 | Espírito Santo | ~400K | 1.13× | |
| 09 | Mato Grosso do Sul | ~300K | 1.11× | |
| 10 | Federal District | ~300K | 1.06× | |
| 11 | Minas Gerais | ~2M | 1.04× | |
| 12 | Tocantins | ~100K | 1.03× | |
| 13 | Acre | ~60K | 1.03× | |
| 14 | Roraima | ~50K | 0.98× | |
| 15 | Ceará | ~700K | 0.95× | |
| 16 | Amazonas | ~300K | 0.93× | |
| 17 | Sergipe | ~200K | 0.90× | |
| 18 | Rio Grande do Norte | ~300K | 0.89× | |
| 19 | Pernambuco | ~700K | 0.88× | |
| 20 | Paraíba | ~300K | 0.88× | |
| 21 | Rio de Janeiro | ~1.5M | 0.83× | |
| 22 | Amapá | ~50K | 0.83× | |
| 23 | Bahia | ~900K | 0.80× | |
| 24 | Pará | ~400K | 0.80× | |
| 25 | Maranhão | ~300K | 0.77× | |
| 26 | Alagoas | ~200K | 0.77× | |
| 27 | Piauí | ~200K | 0.77× |
The strongest cross-interests of the Spotify audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Shopee | Shopping | 1.84× | ||
| 02 | Música sertaneja | Music & Radio | 1.75× | ||
| 03 | Motherhood | Kids & Family | 1.69× | ||
| 04 | Mobile app | Technology & Electronics | 1.68× | ||
| 05 | Beauty salons | Beauty & Wellness | 1.65× | ||
| 06 | Magazine Luiza | Shopping | 1.65× | ||
| 07 | Neymar | Sports | 1.64× | ||
| 08 | Fragrances | Beauty & Wellness | 1.62× | ||
| 09 | Infant | Kids & Family | 1.60× | ||
| 10 | Constitution of Brazil | Politics & Society | 1.60× | ||
| 11 | Recipes | Food & Beverages | 1.59× | ||
| 12 | Casas Bahia | Shopping | 1.59× | ||
| 13 | Personal care | Health | 1.58× | ||
| 14 | Women's clothing | Fashion & Accessoires | 1.58× | ||
| 15 | Belém | Travel & Leisure | 1.58× | ||
| 16 | Broadcasting | Movies & TV | 1.58× | ||
| 17 | BLAZE | Music & Radio | 1.55× | ||
| 18 | Current events | Arts & Culture | 1.54× | ||
| 19 | UEFA Champions League | Sports | 1.52× | ||
| 20 | Self-esteem | Health | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Extroversion | THRILL | 1.46× | |
| Creativity | OPEN | 1.36× | |
| Spirituality | BALANCE | 1.35× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Career Orientation | POWER | 0.91× | |
| Indulgence | JOY | 0.92× | |
| Luxury Orientation | PREMIUM | 0.95× |
Spotify has an estimated audience of 16,974,302 people in Brazil, concentrated in São Paulo and Minas Gerais.
57.3% of Spotify fans are female, 42.7% are male, with an average age of 36.0 years.
Spotify fans show strongest brand affinity for Neymar (1.64×), Música sertaneja (1.75×), and Mobile app (1.68×) over the country average.
Spotify fans in Brazil are most concentrated in São Paulo (reach ~5.5M), Minas Gerais (reach ~2M), and Rio Grande do Sul (reach ~1.5M). These three regions account for the largest share of the active audience.
Beyond Spotify itself, the audience over-indexes on Música sertaneja (1.75×), Mobile app (1.68×), Motherhood (1.69×), and Current events (1.54×) compared to the Brazil average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Brazil who actively search for Spotify. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.
This audience profile is generated by Rascasse from anonymized search-behavior signals across Brazil. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.
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