A data profile of the people who buy, follow and care about Spotify in Mexico — modelled from more than twelve digital signal sources. Spotify has an estimated audience of 11,706,196 people in Mexico.
The average Spotify fan in Mexico is 31.5 years old, balanced, and lives primarily in State of Mexico.
The audience is concentrated in State of Mexico, Distrito Federal, Jalisco.
Top brand affinities include Harmony, Cumbia, Aurrerá, with strongest over-indexing on Harmony (1.51× the country average).
Demographically, the Spotify audience skews balanced with an average age of 31.5, and over-indexes on personality traits such as Tradition, Need for Security.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 26 regions tracked by Rascasse.
The typical Spotify fan in Mexico is balanced, around 31.5 years old, with strong Tradition tendencies and a notable affinity for Harmony.
The key figures that characterise the Spotify profile in Mexico.
49.2% are female, 50.8% are male, average age 31.5.
| Metric | Value |
|---|---|
| Female | 49.2% |
| Male | 50.8% |
| Average age | 31.5 |
| Estimated audience size | 11,706,196 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 40% | |
| 20-29 | 23% | |
| 30-39 | 17% | |
| 40-49 | 14% | |
| 50+ | 7% |
of the worldwide Spotify audience comes from Mexico.
| Country | Share |
|---|---|
| United States | 20.8% |
| Japan | 5.2% |
| Germany | 4.2% |
Where the Spotify audience in Mexico is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | State of Mexico | ~2M | 1.24× | |
| 02 | Jalisco | ~1M | 1.22× | |
| 03 | Baja California | ~600K | 1.22× | |
| 04 | Distrito Federal | ~2M | 1.18× | |
| 05 | Puebla | ~700K | 1.14× | |
| 06 | Chihuahua | ~400K | 1.10× | |
| 07 | Michoacan de Ocampo | ~400K | 1.09× | |
| 08 | Nuevo Leon | ~800K | 1.08× | |
| 09 | Hidalgo | ~300K | 1.08× | |
| 10 | Guanajuato | ~600K | 1.07× | |
| 11 | Veracruz (state) | ~700K | 1.06× | |
| 12 | Morelos | ~200K | 1.01× | |
| 13 | Coahuila de Zaragoza | ~400K | 1.00× | |
| 14 | Baja California Sur | ~90K | 0.99× | |
| 15 | Aguascalientes | ~100K | 0.96× | |
| 16 | Yucatan | ~200K | 0.95× | |
| 17 | Tlaxcala | ~100K | 0.94× | |
| 18 | Colima | ~70K | 0.93× | |
| 19 | Durango | ~100K | 0.90× | |
| 20 | Zacatecas | ~100K | 0.90× | |
| 21 | Chiapas | ~300K | 0.87× | |
| 22 | Oaxaca | ~300K | 0.87× | |
| 23 | Nayarit | ~100K | 0.87× | |
| 24 | Guerrero | ~200K | 0.82× | |
| 25 | Campeche | ~70K | 0.77× | |
| 26 | Sinaloa | ~200K | 0.74× |
The strongest cross-interests of the Spotify audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Dailymotion | Movies & TV | 2.25× | ||
| 02 | Rosario Tijeras | Movies & TV | 1.94× | ||
| 03 | Mobile payment | Business & Career | 1.72× | ||
| 04 | Romantic music | Music & Radio | 1.65× | ||
| 05 | Jenni Rivera | Music & Radio | 1.62× | ||
| 06 | balada | Music & Radio | 1.62× | ||
| 07 | La rosa de Guadalupe | Movies & TV | 1.62× | ||
| 08 | Clothes Shop | Fashion & Accessoires | 1.62× | ||
| 09 | Huapango | Music & Radio | 1.60× | ||
| 10 | Tierra Caliente (Mexico) | Travel & Leisure | 1.58× | ||
| 11 | Tierra caliente | Travel & Leisure | 1.57× | ||
| 12 | Nortec | Music & Radio | 1.55× | ||
| 13 | Aurrerá | Shopping | 1.54× | ||
| 14 | Garena | Technology & Electronics | 1.54× | ||
| 15 | Amazon Music | Music & Radio | 1.53× | ||
| 16 | Cumbia | Music & Radio | 1.52× | ||
| 17 | Harmony | Kids & Family | 1.51× | ||
| 18 | Romanticism | Politics & Society | 1.51× | ||
| 19 | Peruvian cumbia | Music & Radio | 1.51× | ||
| 20 | Argentine cumbia | Music & Radio | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Tradition | CONSERVATISM | 1.10× | |
| Need for Security | CONSERVATISM | 1.08× | |
| Spirituality | BALANCE | 1.05× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 0.81× | |
| Design Affinity | PREMIUM | 0.83× | |
| Mindfulness | BALANCE | 0.84× |
Spotify has an estimated audience of 11,706,196 people in Mexico, concentrated in State of Mexico and Distrito Federal.
49.2% of Spotify fans are female, 50.8% are male, with an average age of 31.5 years.
Spotify fans show strongest brand affinity for Harmony (1.51×), Cumbia (1.52×), and Aurrerá (1.54×) over the country average.
Spotify fans in Mexico are most concentrated in State of Mexico (reach ~2M), Distrito Federal (reach ~2M), and Jalisco (reach ~1M). These three regions account for the largest share of the active audience.
Beyond Spotify itself, the audience over-indexes on Cumbia (1.52×), Aurrerá (1.54×), Jenni Rivera (1.62×), and Romanticism (1.51×) compared to the Mexico average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Mexico 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 Mexico. 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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