Five years after launching in Nigeria, Spotify is reporting substantial growth in the country, with overall music streaming increasing by 163.5% over that period. The surge highlights Nigeria’s growing importance in the global music streaming market and demonstrates a clear appetite for both local and international content.
The streaming service, which entered the Nigerian market in , has seen consistent year-over-year growth, particularly in . This growth isn’t limited to a single genre; Spotify’s data reveals a broad expansion across various musical styles.
Afrobeats has been the primary driver of this expansion, experiencing a remarkable 5,022% increase in streams between and . However, other genres have also seen significant gains. Amapiano streams soared by 10,330%, while Gospel and Praise music grew by 5,499%. Hip-hop and Rap saw a 3,020% increase, and R&B climbed by 2,602%.
Beyond genre diversification, Spotify is witnessing a growing interest in music sung in indigenous Nigerian languages. Streams of these tracks increased by 554% in and 87% in within Nigeria. Globally, streams of indigenous-language music rose by 141% in and 41% in , indicating a broader trend towards celebrating local musical traditions.
This embrace of diverse content is reflected in the listening habits of Nigerian users. The first song streamed on Spotify in Nigeria upon its launch was “到此為止” by Shiga Lin, demonstrating an openness to exploring music from around the world from the very beginning.
Over the past five years, several Nigerian artists have risen to prominence on the platform. The most-streamed artists include Burna Boy, Davido, Asake, Wizkid, and Seyi Vibez. Popular tracks include “Remember” and “Lonely At The Top” by Asake, “Kese (Dance)” by Wizkid, “Doha” by Seyi Vibez, and “With You” by Davido featuring Omah Lay.
The platform’s growth extends beyond simply the number of streams. The number of Nigerian artists on Spotify has increased by 158% since launch, and users have created over 25 million playlists. In alone, Nigeria recorded more than 1.4 million play hours on Spotify, a testament to the platform’s increasing integration into the daily lives of Nigerian music fans.
Podcast consumption is also on the rise, with users streaming over 59 billion hours of podcasts since Spotify’s launch in the country. This suggests a growing appetite for audio content beyond music.
Spotify’s user base in Nigeria is notably young, with an average listener age of 26. This demographic is characterized by a willingness to explore new music, as evidenced by the fact that Nigerians stream music from an average of 150 different artists. This discovery-oriented behavior suggests a dynamic and engaged user base.
However, the rapid growth in music streaming raises important questions about sustainability and equitable compensation for artists. Industry experts emphasize the need to translate this increased consumption into sustainable earnings for creators. Concerns remain regarding royalty transparency and fair revenue distribution, particularly for emerging and regional artists.
Stakeholders are advocating for enhanced monetization systems and clearer royalty frameworks. Access to data analytics is also seen as crucial, enabling artists to better understand their audiences and optimize their strategies for growth. The current algorithm-driven visibility models are under scrutiny, with calls for greater fairness and inclusivity.
The increase in streams of indigenous-language music presents a significant export opportunity. Analysts recommend strategic playlist placements, improved metadata tagging, and targeted branding support to capitalize on this trend. These efforts could help sustain the growth of local music on a global scale.
Regarding podcasts, investment in local advertising strategies, creator training, and specialized tools is seen as essential. Transforming the 59 billion hours of podcast streams into viable career paths for local creators requires a concerted effort to build a sustainable podcasting ecosystem.
