Spotify Audience in Brazil
Spotify has an estimated audience of 16,974,302 people in Brazil. 57.3% are female, 42.7% are male, average age 36.0. Top regions: São Paulo, Minas Gerais, Rio Grande do Sul. Top brand affinities: Música sertaneja, Mobile app, Neymar, Motherhood, Current events.
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 Música sertaneja, Mobile app, Neymar, with strongest over-indexing on Música sertaneja (1.75× 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 Mindfulness, Early Adopter Mentality. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 27 regions tracked by Rascasse.
Category: Internet & Social Media · Type: Website / Newspaper / Magazine · Subtype: TV / music streaming
Demographics of Spotify fans
| Metric | Value |
|---|---|
| Female | 57.3% |
| Male | 42.7% |
| Average age | 36.0 |
| Estimated audience size | 16,974,302 |
Audience persona
The typical Spotify fan in Brazil is more female, around 36.0 years old, with strong Mindfulness tendencies and a notable affinity for Música sertaneja.
Top regions in Brazil
| Region | Reach | Affinity |
|---|---|---|
| São Paulo | 5,329,823 | 1.21× |
| Minas Gerais | 1,827,103 | 1.04× |
| Rio Grande do Sul | 1,333,408 | 1.33× |
| Rio de Janeiro | 1,327,083 | 0.83× |
| Paraná | 1,198,819 | 1.16× |
| Santa Catarina | 1,069,503 | 1.37× |
| Bahia | 900,357 | 0.8× |
| Goiás | 751,532 | 1.16× |
| Ceará | 703,563 | 0.95× |
| Pernambuco | 686,033 | 0.88× |
| Pará | 443,128 | 0.8× |
| Espírito Santo | 398,606 | 1.13× |
| Mato Grosso | 392,684 | 1.23× |
| Maranhão | 326,888 | 0.77× |
| Paraíba | 300,426 | 0.88× |
| Federal District | 299,410 | 1.06× |
| Mato Grosso do Sul | 275,647 | 1.11× |
| Amazonas | 275,068 | 0.93× |
| Rio Grande do Norte | 252,708 | 0.89× |
| Alagoas | 191,450 | 0.77× |
| Piauí | 180,406 | 0.77× |
| Rondônia | 163,268 | 1.15× |
| Sergipe | 158,741 | 0.9× |
| Tocantins | 115,163 | 1.03× |
| Acre | 60,923 | 1.03× |
| Amapá | 49,743 | 0.83× |
| Roraima | 47,167 | 0.98× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Música sertaneja | 1.75× | Music & Radio |
| Mobile app | 1.68× | Technology & Electronics |
| Neymar | 1.64× | Sports |
| Motherhood | 1.69× | Kids & Family |
| Current events | 1.54× | Arts & Culture |
| Recipes | 1.59× | Food & Beverages |
| Personal care | 1.58× | Health |
| Beauty salons | 1.65× | Beauty & Wellness |
| Women's clothing | 1.58× | Fashion & Accessoires |
| Fragrances | 1.62× | Beauty & Wellness |
| BLAZE | 1.55× | Music & Radio |
| Infant | 1.6× | Kids & Family |
| Belém | 1.58× | Travel & Leisure |
| Constitution of Brazil | 1.6× | Politics & Society |
| Magazine Luiza | 1.65× | Shopping |
| Broadcasting | 1.58× | Movies & TV |
| Casas Bahia | 1.59× | Shopping |
| Shopee | 1.84× | Shopping |
| Self-esteem | 1.52× | Health |
| Jesus | 1.61× | Politics & Society |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Mindfulness | BALANCE | 1.44 |
| Early Adopter Mentality | POWER | 1.33 |
| Healthy Lifestyle | BALANCE | 1.27 |
| Social Media Usage | JOY | 1.27 |
| Price Sensitivity | PREMIUM | 1.2 |
| Need for Security | CONSERVATISM | 1.16 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 21.0% |
| Japan | 5.2% |
| Germany | 4.2% |
See Spotify audiences in other countries
More TV / music streaming audiences in Brazil
- Netflix (19,414,011)
- HBO MAX (11,136,753)
- YouTube Music (7,283,152)
- Deezer (4,306,243)
- Apple TV (3,984,455)
Frequently asked questions
How many fans does Spotify have in Brazil?
Spotify has an estimated audience of 16,974,302 people in Brazil, concentrated in São Paulo and Minas Gerais.
What is the gender split and age of Spotify fans?
57.3% of Spotify fans are female, 42.7% are male, with an average age of 36.0 years.
Which brands do Spotify fans like most?
Spotify fans show strongest brand affinity for Música sertaneja (1.75×), Mobile app (1.68×), and Neymar (1.64×) over the country average.
Where do Spotify fans live in Brazil?
Spotify fans in Brazil are most concentrated in São Paulo (reach 5,329,823), Minas Gerais (reach 1,827,103), and Rio Grande do Sul (reach 1,333,408). These three regions account for the largest share of the active audience.
What other brands do Spotify fans also like?
Beyond Spotify itself, the audience over-indexes on Mobile app (1.68×), Neymar (1.64×), Motherhood (1.69×), and Current events (1.54×) compared to the Brazil average.
How to read this data
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.
About this audience profile
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.