U.S. HISPANIC
“Brands Have Opportunities to Reach a Super Premium Audience” Says Ariana Spenza from Spotify on Mexico’s Podcast Boom
20 de julio de 2025
Ariana Spenza
The rise of the podcast format in Mexico has been accompanied by a profound transformation in how content is produced, monetized, and connected with audiences. From Spotify, Ariana Spenza, Creator Partner Manager, details the tools the platform has developed for creators and brands, as well as the evolution of the audience and the most listened-to genres in the country.
“Today, brands have opportunities to reach a super premium audience, one that’s loyal, through our marketplace called Spotify Podcast Audience Network (SPAN), which we launched in November 2023,” Spenza explained.
“It’s a unique space that allows them to connect with an audience on Spotify that they couldn’t reach through other ad-supported formats. With SPAN, they exclusively reach the podcast audience because it’s within that space in our marketplace, and an important fact is that approximately 70% of people who listen to podcasts are premium users,” Spenza clarified.
She also pointed out that this network represents an opportunity for creators: “Those with podcasts that have more than 12 episodes, more than 2,000 listeners, and more than 10,000 hours of consumption can start monetizing on Spotify. This has been available for a while, but it’s not widely known yet because we’re still in a beta phase.”
