Why Pandora Ads Target Hispanics and Spotify's Don't

While 20 percent of Pandora's audience is Hispanic, Spotify doesn't know its ethnic makeup

Pandora recently wrapped up its first Spanish-language-only musical artist video campaign, sponsored by State Farm. It's an example of how the digital music service has gained a foothold in the Hispanic market, which now accounts for 10 million monthly users or 20 percent of its total audience.