It seems Pandora is rated best and most popular in the music streaming service business among Hispanics. The Internet Radio service beat out the competition including Apple's iTunes Radio and the popular service Spotify.
According to ComScore's June report 25 percent of Pandora's total 76.4 million active monthly unique visitors are Hispanic. That number translates to nearly 19 million users, which places Pandora as the first music streaming service among Hispanics. Comparatively, Hispanic sites like Univision Digital only brought in 10.5 million monthly unique visitors in the month of June.
Furthermore according Nielsen's "Hispanics and Music" report released last week, Pandora Internet Radio was also the number one streaming service in the country among Latinos with 39 percent of Hispanics listening in a typical week.
One major reason for Pandora's popularity among Latin listeners is due to the streaming services library. It boasts three separate genre subdivisions for the music including "Latin," "Mexico" and "Puerto Rico." Even more within both the "Latin" and "Mexican" subsections lies 42 stations, 27 found in "Latin" and 15 found under "Mexican." That's far more stations found under dance, metal and even country music.
Mike Reid, Pandora's executive director for multicultural attributes the success of Pandora to being able to read and survey their audience along with the younger Hispanic users, which utilize the streaming music service via mobile phones.
"The biggest part is we survey our user. Once we identify this user base as someone who is potentially Hispanic we survey them," said Reid. "[Our] growth in Hispanic is driven by our ability to reach that consumer in mobile and offer them both Latin and non-Latin music. You've got second- and third-generation Hispanics becoming more influential in this country and therefore the proliferation of smartphones and technology really put us in a good position with this consumer."
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