Spotify Audience in Mexico
Spotify has an estimated audience of 11,706,196 people in Mexico. 49.2% are female, 50.8% are male, average age 31.5. Top regions: State of Mexico, Distrito Federal, Jalisco. Top brand affinities: Harmony, Cumbia, Aurrerá, Jenni Rivera, Romanticism.
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 Risk Appetite, Mindfulness. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 26 regions tracked by Rascasse.
Category: Internet & Social Media · Type: Website / Newspaper / Magazine · Subtype: TV / music streaming
Demographics of Spotify fans
| Metric | Value |
|---|---|
| Female | 49.2% |
| Male | 50.8% |
| Average age | 31.5 |
| Estimated audience size | 11,706,196 |
Audience persona
The typical Spotify fan in Mexico is balanced, around 31.5 years old, with strong Risk Appetite tendencies and a notable affinity for Harmony.
Top regions in Mexico
| Region | Reach | Affinity |
|---|---|---|
| State of Mexico | 1,994,042 | 1.24× |
| Distrito Federal | 1,815,344 | 1.18× |
| Jalisco | 1,057,155 | 1.22× |
| Nuevo Leon | 760,054 | 1.08× |
| Veracruz (state) | 729,054 | 1.06× |
| Puebla | 708,039 | 1.14× |
| Guanajuato | 592,657 | 1.07× |
| Baja California | 591,536 | 1.22× |
| Chihuahua | 443,974 | 1.1× |
| Michoacan de Ocampo | 443,465 | 1.09× |
| Coahuila de Zaragoza | 350,817 | 1× |
| Hidalgo | 306,333 | 1.08× |
| Chiapas | 304,184 | 0.87× |
| Oaxaca | 280,889 | 0.87× |
| Guerrero | 244,531 | 0.82× |
| Yucatan | 231,440 | 0.95× |
| Sinaloa | 230,266 | 0.74× |
| Morelos | 204,940 | 1.01× |
| Durango | 146,228 | 0.9× |
| Aguascalientes | 142,317 | 0.96× |
| Zacatecas | 133,043 | 0.9× |
| Tlaxcala | 126,629 | 0.94× |
| Nayarit | 98,645 | 0.87× |
| Baja California Sur | 92,422 | 0.99× |
| Colima | 69,889 | 0.93× |
| Campeche | 68,916 | 0.77× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Harmony | 1.51× | Kids & Family |
| Cumbia | 1.52× | Music & Radio |
| Aurrerá | 1.54× | Shopping |
| Jenni Rivera | 1.62× | Music & Radio |
| Romanticism | 1.51× | Politics & Society |
| Romantic music | 1.65× | Music & Radio |
| Dailymotion | 2.25× | Movies & TV |
| Huapango | 1.6× | Music & Radio |
| Peruvian cumbia | 1.51× | Music & Radio |
| Argentine cumbia | 1.51× | Music & Radio |
| Mobile payment | 1.72× | Business & Career |
| Nortec | 1.55× | Music & Radio |
| balada | 1.62× | Music & Radio |
| La rosa de Guadalupe | 1.62× | Movies & TV |
| Amazon Music | 1.53× | Music & Radio |
| Tierra caliente | 1.57× | Travel & Leisure |
| Tierra Caliente (Mexico) | 1.58× | Travel & Leisure |
| Clothes Shop | 1.62× | Fashion & Accessoires |
| Rosario Tijeras | 1.94× | Movies & TV |
| Garena | 1.54× | Technology & Electronics |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Risk Appetite | THRILL | 2.43 |
| Mindfulness | BALANCE | 2.35 |
| Spirituality | BALANCE | 1.36 |
| LGBTQ+ Identity | OPEN | 1.17 |
| Travelling | THRILL | 1.13 |
| Price Sensitivity | PREMIUM | 1.07 |
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 Mexico
- Netflix (8,214,149)
- HBO MAX (5,242,281)
- YouTube Music (4,691,353)
- ANIMEFLV (4,392,120)
- Apple Music (3,320,975)
Frequently asked questions
How many fans does Spotify have in Mexico?
Spotify has an estimated audience of 11,706,196 people in Mexico, concentrated in State of Mexico and Distrito Federal.
What is the gender split and age of Spotify fans?
49.2% of Spotify fans are female, 50.8% are male, with an average age of 31.5 years.
Which brands do Spotify fans like most?
Spotify fans show strongest brand affinity for Harmony (1.51×), Cumbia (1.52×), and Aurrerá (1.54×) over the country average.
Where do Spotify fans live in Mexico?
Spotify fans in Mexico are most concentrated in State of Mexico (reach 1,994,042), Distrito Federal (reach 1,815,344), and Jalisco (reach 1,057,155). 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 Cumbia (1.52×), Aurrerá (1.54×), Jenni Rivera (1.62×), and Romanticism (1.51×) compared to the Mexico average.
How to read this data
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.
About this audience profile
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.