Amazon turn up the volume
Although the eMarketer analyst describes the Mexican market as a perfect environment for the growth of the segment, given how endearing radio has been in the country over decades, there are no specific data that give a local projection of what that podcast consumption in Mexico may grow at the end of 2020 and 2021; However, it was seen that throughout the pandemic, digital audio consumption increased 81% among Internet users in Latin America, according to figures from the consultancy.
Globally and in competition with the rest of the players in the segment, as an audio platform, Amazon Music has remained in the top three. At the end of 2019, it had 38.7 million listeners in the United States, the most representative market in this sector, and the projection for the end of 2020 is that this figure will grow to 45.8 million and it is expected that it may rise a little more by 2023 and that it reaches second place to Pandora in the US market; however, Spotify will stay ahead.
EMarketer figures project a Spotify share in the US of 65.4 million users, at the end of 2019, which will rise to 78.5 million by the end of 2020.
Amazon’s podcast offering is available today in Japan, Great Britain, the United States, Brazil, and Mexico.