Prado Museum Meets Digital Community in Mexico

Why this is here: The Prado Museum’s online broadcasts reach a daily audience exceeding 150,000 viewers, with over 750,000 followers coming from Mexico.

Representatives from the Prado Museum in Madrid, Spain, traveled to Mexico City on Tuesday night to meet followers of their online program, Directos. The program features short, informal discussions of masterpieces on platforms like Instagram and TikTok. Since 2017, the museum has built a digital strategy to share its collection with a wider audience.

The Prado Museum currently has over 5 million followers across various platforms. Their broadcasts have garnered millions of views and reach more than 150,000 daily viewers. Over 750,000 of these followers are located in Mexico, a number evident in the comments they receive.

Javier Sainz and Paloma Málaga hosted the meeting at the Simón Bolívar amphitheater. They acknowledge the community exists primarily online, but emphasize the importance of connecting with viewers in person.

The museum notes consistent greetings from cities like Monterrey and Puebla fuel their desire to reciprocate the engagement. The museum continues to explore ways to connect with its growing digital audience.