Deezer tries new tactic in US market, intensifies appeal to Latin consumers

As streaming services duel for dominance in the US market, Deezer is targeting a generally untapped Latin music section of the market.

It is offering a new 15-day free trial for US users where they don’t have to provide payment details to access Deezer’s 53 million tracks and briefly trial all the benefits of a paid premium subscriber.

Nearly 60 million Hispanics live in the US, and Latin music and culture are increasingly contributing to shaping and influencing music trends in the US.

Deezer has aimed at this demographic since it entered the US market.

It’s offered dedicated playlists in growing genres such as reggaeton, Latin trap, and regional Mexican subgenres like banda and norteño.

Popular Latin artists as Ozuna, Becky G, Calibre 50 and Juan Magan curate playlists.

Popular Latin podcasts include Latinos Who Lunch, Radio Ambulante, El siglo 21 es hoy and Latino Talk.

“Hispanic listeners are extremely passionate about music but many still haven’t discovered a music streaming service that meets their needs in Spanish as well as in English,” says Oscar Castellano, CEO of Americas.

“Deezer’s signature ‘Flow’ feature is the perfect solution for them as it adapts to individual preferences and understands that we love a wide mix of genres like reggaeton, hip hop, electronic dance music and pop.”

Deezer operates in 180 countries and claims 14 million monthly active users around the world.