Leading Brands in Brazil's Music & Podcasts Sector: Q3 2024 Insights

Introduction

In Q3 2024, Brazil's Music & Podcasts sector experienced significant engagement from leading brands such as Spotify, YouTube Music, and Deezer. Through Sensor Tower's comprehensive analytics, we delve into audience trends, app usage, and advertising strategies across these platforms. Leveraging Sensor Tower's ability to cross-reference web, app, and advertising data provides unparalleled insights into user behavior and market dynamics.

Spotify

Spotify's digital presence remains formidable, with its website, spotify.com, and the Spotify: Music and Podcasts app at the forefront.

• Audience Trends: From Q2 to Q3 2024, spotify.com consistently attracted a monthly audience of over 13M unique visits. The monthly true audience exceeded 65M, marked by a notable uptick in both web and app visitors.

• App Engagement: The app demonstrated steady growth, with monthly active users surpassing 61M by September, underscoring a robust mobile presence.

• Ad Spend & Channels: Spotify's advertising strategy spanned multiple platforms, with significant monthly investments in Instagram and TikTok. The monthly ad spend peaked in May at over $2.6M, generating billions of impressions primarily through social media.

YouTube Music

YouTube Music's platform, music.youtube.com, and the YouTube Music app revealed distinct trends.

• Audience Trends: The website saw increased traffic, with visits per unique visitor reaching the high 70s in July. The monthly true audience rose steadily, surpassing 43M by September, driven by web and app synergy.

• App Engagement: Monthly active users on the app grew consistently, nearly reaching 38M in September, reflecting strong user engagement.

• Ad Spend & Channels: YouTube Music exhibited minimal monthly advertising spend, with only a negligible amount recorded in July, indicating a focus on organic growth.

Deezer (Blogmusik)

Deezer's presence through deezer.com and the Deezer: Music Player, Podcast app showed unique dynamics.

• Audience Trends: Deezer.com experienced a surge in visits, particularly in September, with unique monthly visits peaking at nearly 3M. However, the monthly true audience showed a slight decline, ending Q3 at about 12M.

• App Engagement: The app's monthly active users experienced a minor dip, closing September with around 10.6M, indicating a shift in user engagement.

• Ad Spend & Channels: Deezer's advertising efforts concentrated on Facebook and TikTok, with a peak monthly spend in August of over $200K, achieving substantial impressions.

Conclusion

Q3 2024 underscored the dynamic landscape of Brazil's Music & Podcasts sector, with Spotify, YouTube Music, and Deezer each deploying unique strategies. Sensor Tower’s data, including Web Insights, App Performance Insights, and Pathmatics, offers critical insights into these brands' performances, providing decision-makers with a detailed view of cross-platform user behavior. Sensor Tower continues to be a pivotal resource for strategic insights in the digital landscape.