Introduction to Audio Streaming Growth
One of the numerous valuable resources provided by consulting firm CIU, led by Ernesto Piedras, is the use of audio platforms. This segment has experienced solid and continuous growth in telecommunications over the past few years.
Internet Audio Users in Mexico
According to a study, by 2025, it is estimated that 77.4 million internet users in Mexico will have listened to music, podcasts, or audiobooks through digital platforms. This accounts for 80.1% of all internet users.
Paid Content and Subscriptions
Of these users, more than half—42.9 million—make some type of payment to access audio content. This results in 14.3 million paid subscriptions, representing 13.8% of total internet users, with an annual growth rate of 2.9%.
Factors Driving Audio Streaming Growth
Audio streaming has become one of the most widely adopted digital services in the country, driven by increasing technological adoption, algorithmic personalization, and content diversification.
The growth of AI-generated music discovery tools and hybrid subscription models has further enhanced the personalized experience. Additionally, the rise of podcasts, audiobooks, and original content has diversified the ecosystem beyond music. Spatial audio and high-fidelity (Hi-Fi) have emerged as differentiating attributes and added value.
Account Sharing Practices
Despite the growth, sharing accounts remains a common practice: 34% of users share their access with family or friends. This reflects both the pursuit of cost savings and high service adoption in connected households.
Market Leadership and Competition
Spotify maintains an undisputed market leadership in Mexico with 65.0% of paid subscriptions. However, the platform has experienced a market share loss compared to the previous year when it held 70.8% of the total.
This adjustment is due to the advancement of competitors such as Apple Music (14.0%), Amazon Music (11.0%), and YouTube Music (7.1%). Other players include Trebel (1.6%) and Deezer (1.3%).
Market diversification has been fueled by strategies combining competitive pricing, integration with digital ecosystems, original content, improved audio quality, and partnerships with device manufacturers or video platforms.
New Discovery and Monetization Methods
Globally, audio streaming has entered a stage of technological maturity where AI-based personalization, algorithmically generated music, and interactive monetization experiences are shaping the industry.
“The line between entertainment, discovery, and digital commerce blurs, and audio solidifies as a strategic connection vehicle between brands, creators, and audiences,” says Radamés Camargo of CIU.
The application of AI in content production, recommendation, and distribution, combined with diverse business models and continuous user experience improvement, will continue to drive its relevance and preference as an essential digital service.
Key Questions and Answers
- What is the growth rate of audio streaming in Mexico? The number of internet users listening to music, podcasts, or audiobooks through digital platforms in Mexico is expected to grow by 2.9% annually.
- Which platforms lead the Mexican audio streaming market? Spotify holds 65.0% of paid subscriptions, but has experienced a market share loss compared to the previous year.
- What factors contribute to audio streaming growth? Increasing technological adoption, algorithmic personalization, content diversification, AI-generated music discovery tools, and hybrid subscription models drive growth.
- How do users access audio content? More than half of internet users in Mexico (42.9 million) make payments to access audio content, with 14.3 million paid subscriptions.
- What is the market share of major competitors in Mexico? Apple Music holds 14.0%, Amazon Music has 11.0%, and YouTube Music accounts for 7.1% of the market.
