Must Read: Pandora Enjoys Influx of New Hispanic Users

Published: Saturday 16th Aug 2014 by David

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The music streaming service Pandora has enjoyed a substantial increase in the number of Hispanic users this year, despite the absence of Latin superstars on the US’ ‘Billboard Hot 100.’

Details on Pandora’s findings below…

According to stats pulled by ComCast in June, a quarter of ‘Dora’s 76.4 million viewers are Hispanic, making it the #1 streaming service among the powerful demographic, helping it beat efforts made by the Spanish-geared Univision Digital, ran by media executive Randy Falco.

Billboard Biz explains:

Pandora is not a Spanish site, nor does it advertise to Hispanics. So why the Latin traction?

For one, Pandora has made a concerted effort to broaden its Latin listener base and build up its Latin library. It boasts three separate genre subdivisions for the music — “Latin,” “Mexico” and “Puerto Rico” — with  27 stations under the “Latin” umbrella alone, and 15 stations under the “Mexican” umbrella. That’s more than the number of stations found under dance, metal or even country. The diversity of stations, in turn, reflects Pandora’s ability to target its users.

“The biggest part is we survey our user,” says Mike Reid, Pandora’s executive director for multicultural. “Once we identify this user base as someone who is potentially Hispanic we survey them.”

Grossly underrepresented on a US Pop music front, one has to wonder when statistics like the above will force the majors to wake up and service the Hispanic market with a brand new artist.

For, when one really thinks about, the last Spanish superstar that was marketed as as an international Pop act was Shakira with the release of her first English speaking album, ‘Laundry Service‘, in 2001.

Pretty sad, right? Especially when the lane for a bilingual stage-slaying beauty has been wide open for years.

Your thoughts?

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  1. Lana Tropicana August 16, 2014

    Chocolate girls are just as underrepresented as Latinas so I’m happy TGJ pointed this out. Kat Deluna tried to slay but she wasn’t good enough.

    • JasonSlayruleaux August 16, 2014

      Preach it! Sevyn better represent cos Kelly’s lazy ass sure as hell didn’t.

      • FAF August 16, 2014

        Why would TGJ call it Dora tho

  2. Greta Maraj August 16, 2014

    What an interesting read.

  3. Stephy August 16, 2014

    Hmmm… *Kanye Shrugs*

  4. sipthetruth August 16, 2014

    I think communities that are not black or white are underrepresented period.

  5. Enrique stan August 16, 2014

    GURLLLL BYEE “despite the absence of Latin superstar” really Samantha’ enrique is at number 12 on the billboard hot 100 so what are you talking About get it together girl!

    • CallMeKaty August 16, 2014

      Enrique? LOOOOL. Don’t make me laugh. He hasn’t been relevant since Hero. Anyhow, he isn’t a new artist and only got on because of his dad. TGJ was talking about a brand new Latin singer coming out not an old Robin Thicke wannabe.

      • Enrique stan August 16, 2014

        Really girl how is he a robin thicke wannabe? GURL enqrique is wayyyy more famous that robin thicke could ever be he’s been around since the 90’s and robin thicke is a lessor compare to him and really hero was not his last hit idiotic fool you’re forgetting I like it (2010) and tonight I’m loving you (2010) were big hits and don’t act like bailando (2014) hasn’t become quite a hit so have several seats and a Katy stan talking? Really when she’s probably the most untalented pop girl ever she can’t dance can’t sing and can’t do anything she even stelae peoples idea lets not forget she stole Sara barailles brave so have several with your dumb ass enrique is wayyyyy more respected and widely recognize than Katy and robin thicke could ever be bye Felicia.

  6. Aisha August 16, 2014

    Selena Gomez doing her thing.

    • FAF August 16, 2014

      Does she consider herself Latina? We might as well say Demi Lovato

  7. S****** Blonde August 16, 2014

    But Beyoncé is not latina, even tho she can be since latinos can be black too but and she does not speak spanish, so she’s not a bilingual.

  8. LOL August 17, 2014

    WHY DID JLO KILLED THAT PERFORMANCE LIKE THAT…. THE DANCING WAS STRAIGHT FIRE.

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