Spotify, the global streaming platform, has unveiled that Nigeria, South Africa, Kenya, Ghana, and Angola are the top 5 podcast-listening African countries. Ncebakazi Manzi, Spotify’s Podcast Manager for Sub-Saharan Africa, shared this news on International Podcast Day. She pointed out that Nigeria’s podcast listenership has surged dramatically, soaring by an impressive 222% between 2021 to 2022.
In this ranking, Nigeria follows closely behind South Africa, with Kenya, Ghana, and Angola following behind. These five nations represent the top African countries on Spotify with the highest podcast audiences. Ncebakazi emphasized that International Podcast Day celebrated on September 30, marks a prominent moment in recognizing the evolving and thriving podcast landscape in Nigeria.
Ncebakazi attributed the growth in podcast consumption in Nigeria to the younger generation, particularly Gen Z, aged between 18 and 24 years, who constitute a significant 50% of total podcast streams over the past 90 days. She highlighted Gen Z’s enthusiasm for the accessibility and diverse content offerings of podcasts, spanning storytelling, information sharing, and entertainment. Additionally, listeners aged 25 to 29 years contributed 21% of the total podcast streams, further demonstrating the broad appeal of podcasts in Nigeria.
In Sub-Saharan Africa, Gen Z leads in podcast consumption, accounting for 39% of total streams. In Ncebakazi’s words, “Gen Z is revolutionizing the podcasting landscape, and their appetite for diverse content is shaping the future of audio entertainment in Nigeria. We remain committed to elevating podcasting and amplifying the voice of podcasters in Nigeria and beyond.”
Key insights and Spotify’s commitment
Prominent local podcasts, including The HonestBunch Podcast, I Said What I Said, Menisms, So Nigerian, and Tea with Tay, have garnered significant popularity among Nigerian listeners. These podcasts resonate particularly well with Gen Z and Millennials due to their captivating content, focus on trending subjects and candid discussions.
Talking about preferred listening times, Spotify’s data for Nigeria reveals that the prime podcast listening hours are between 7:00 a.m. and 9:00 a.m., likely coinciding with commutes, traffic, or morning routines.
In understanding its Initiatives, Ncebakazi Manzi highlighted Spotify’s efforts to make podcast creation and consumption more accessible. Spotify for Podcasters serves as a comprehensive platform for content creation, offering interactive features such as Q&A and polls, along with advanced analytics to monitor a show’s growth.
For listeners, Spotify continually enhances the experience, introducing features like auto-generated transcripts, expanded podcast chapters, and updated podcast show pages.
As podcasting continues to evolve, comprehending Gen Z’s preferences and behaviours becomes crucial for all stakeholders in Nigeria’s podcasting ecosystem. Notably, Gen Z accounts for 50.9% of Nigeria’s total population, according to Manzi.
Spotify’s cultural diversity
In a world where music transcends borders, Spotify aims to stand out as a prime example of cultural diversity in the digital age. This streaming giant has not only connected listeners worldwide but has also celebrated the rich tapestry of global musical traditions.
One of the platform’s most remarkable features is its extensive library of music from around the world, spanning countless languages and genres. From K-pop sensations to Latin reggaeton, Bollywood hits to Nigerian Afrobeats, Spotify offers a treasure trove of sounds, ensuring that you will find music that resonates with your culture and experiences no matter where you are from. Spotify’s commitment to cultural diversity extends to its curated playlists.
Spotify recognizes the importance of supporting local talent. Through initiatives like “Spotify for Artists,” musicians from all corners of the globe can upload their tracks and reach a global audience. This empowerment of local artists allows for the preservation and propagation of cultural traditions through music. Spotify’s podcasting platform also plays an important role in fostering cultural diversity.
The recent recognition of African countries as top podcast listeners underscores the importance of these platforms in promoting cultural exchange. The music platform often commemorates cultural events and holidays by curating special playlists and content. Whether it’s Diwali, Chinese New Year, or Black History Month, the platform ensures that listeners can connect with the cultural significance of these occasions through music.
