Mexico: Attractive Market for the Podcast Business

In the Spanish-speaking market, Mexico is a juicy destination for the podcast industry. As this industry grows day by day and users begin to consume more of this type of content, podcasts in Spanish will be increasingly in demand. According to The Competitive Intelligence Unit, Spotify is still Mexico's favorite music streaming platform with a market share of 84.8 percent, followed by Apple Music with 6 percent and Google Play Music with 3.8 percent.

This year, the Acast platform came to the country to try to take a piece of the cake. According to the company, between January and February, 64 percent of Mexican users joined their platform.

Until May 2020, the most listened to podcasts in Mexico are:

1. Leyendas Legendarias
2. La Cotorrisa
3. Se Regalan Dudas 
4. Martha Debayle's Podcast
5. COSAS, with Roberto Mtz and Jacobo Wong
6. La hora Feliz with Cojo Feliz and Tío Rober
7. La Magia del Caos with Aislinn Derbez
8. Meditación Guiada
9. Meditación Guiada para Conectar con el Guía Interno
10. Relatos de Horror

Close Run-Battle

This week, Spotify acquired the rights to 'Joe Rogan Experience,' the most listened podcast in the US, and positioned itself as the leading player worldwide, something that will undoubtedly accelerate the transformation of this industry. In just 16 months, Spotify has invested more than US$600 million, primarily in content publishers, to become a giant in the podcast industry. On Tuesday, Spotify bought the exclusivity of the 'Joe Rogan Experience' podcast, which has 190 million downloads per month, for more than US$100 million, according to The Wall Street Journal.

According to the specialized firm MIDiA Research, Spotify surpassed Apple as the first podcast platform in the 1Q20 in North America and the UK. At the same time, analysts agree that the economic model of podcasts is favorable and extremely profitable in the long term because although production can be expensive, Spotify does not pay rights for podcasts, unlike what happens with music. Another advantage is that, in its free version, Spotify places ads in podcasts, "without any of this money going to creators," said Nick Hilton, Co-founder of the British podcast producer Podot in an interview with Reuters.