More than two million people regularly use a music streaming platform in Portugal – not bad for a country of 10m inhabitants – but only around 750,000 currently pay to subscribe to one.
That’s according to João Teixeira, MD of Warner Music Portugal, speaking to Music Ally for our latest country profile.
This, he believes, underlines the opportunity for growth “if we can persuade more music fans to sign-up to premium services”. The leading DSPs may not currently have offices in Portugal but Teixeira said they are getting better at curating and promoting Portuguese music.
“In the last year, Spotify and Tidal have launched Portuguese social media profiles,” he added. “We believe the situation could improve further if leading DSPs hire dedicated Portuguese music editors.”
Jose-Maria Barbat, president of Sony Music Spain and Portugal, agreed. “The Portuguese streaming market would benefit from more engagement and marketing investment from DSPs,” said Barbat.
“We miss outdoors campaigns and partner programs such as Sessions or Originals, which have been extremely successful in other territories to drive service awareness and paid subscriptions.”
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