Last month we reported on a study of the Mexican music streaming market by research firm The CIU, and in our analysis suggested that Deezer might have a bigger market share there than the report was estimating. It turns out that Deezer agrees.

“Deezer estimates a higher market share than what the CIU ‘Consumption of Music Streaming in 2020’ study reports. Following the launch of our partnership with TV Azteca in Mexico, we have seen music streams on Deezer increase by 61% between July and December 2020,” said Deborah Jourdan, head of North and Central Americas at Deezer, in a statement sent to Music Ally.

“Although the Mexican market is becoming more fragmented we are leading in terms of growth. We’ve seen Deezer’s share of downloads nearly double between December 2019 and December 2020… while our competitors have seen a drop or remained flat during this same time period.” Jourdan cited figures from another research firm, App Annie, to bolster this case.

According to App Annie, Deezer’s share of downloads in the music apps category in Mexico grew from 5.4% to 9.5% over that 12-month period, while Spotify’s declined from 37.2% to 34.3%; YouTube’s fell from 16.8% to 14.7%; and Amazon Music’s grew from 4.8% to 5.3% – Apple Music’s stayed flat at 1%, but since it’s preloaded on every iPhone, download stats aren’t as useful a metric. That’s a reminder that share of downloads is only part of the story: it’s share of active users that really counts.

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Stuart Dredge

Music Ally's Head of Insight

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