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The Brazilian Music Consumer Tentative Steps In An Emerging Digital Market

Report by Leo Morel
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The 20,000 Foot View

The Brazilian digital music market is still in a formative stage in contrast to developed markets such as the USA and the UK. Apple’s iTunes store only started to operate in Brazil in 2012 and music streaming service Spotify only began its Brazilian activities in 2014. Although at an early stage and although piracy levels are high, the Brazilian market displays a great digital music market potential driven by booming smartphone sales.

Key Findings

  • CDs are            still the main way Brazilians            with music but are less            to Brazilian digital natives
               Brazilian consumers pay to download single tracks or albums, rising to            of            to            year olds 
  • YouTube dominates            music behaviour and with            penetration            one of the highest rates           
  • Nearly a            of Brazilians stream music (audio)            paid streaming is still in            infancy 
  • Brazilian digital            are most likely to pay            music 
  • Digital music            have scored high rates in           

Companies mentioned in this report: YouTube, Spotify, Apple, Amazon, Deezer 

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