Page 6 - HSMR2018
P. 6
2018 Hispanic Social Marketing Report, presented by Being Latino LET THE MUSIC PLAY
With Spotify worth $25 billion as of April 4, following its successful initiation of a direct listing on the stock market (rather than a traditional initial public offering), ad and subscription revenue growth will now be of the utmost concern for the streaming audio company.
The same goes for Pandora, which has struggled to maintain its market share against Spotify and YouTube and has had softness in its stock price across the first three months of 2017.
Perhaps greater marketing efforts targeting Hispanics is in order.
Bilingual Hispanics are among the most engaged music streaming consumers, GlobalWebIndex data show.
Interestingly, Spanish-first Hispanics are more likely than English-first Hispanics to use Spotify.
OVER THE TOP WITH HISPANICS
Also of note is the high rate of consumption of “Over the Top” (OTT) video programming by Hispanics, compared to non-Hispanics.
