According to Spotify, Nigerians are the second-highest consumers of podcasts in Africa

The younger generation, especially Gen Z, which is defined as people between the ages of 18 and 24, is responsible for the increase in podcast consumption in Nigeria.

September 30, 2023 Samson Ayodeji

Nigeria, South Africa, Kenya, Ghana, and Angola are the top 5 African nations for podcast consumption, according to data from the global streaming service Spotify. On International Podcast Day, Ncebakazi Manzi, Spotify’s podcast manager for Sub-Saharan Africa, announced this information. She noted that between 2021 and 2022, the number of podcast listeners in Nigeria increased significantly, rising by an astounding 222%.

In this list, Kenya, Ghana, and Angola are all closely behind South Africa, followed by Nigeria. The top five African countries on Spotify with the largest podcast audiences are these five countries. Ncebakazi emphasized that the celebration of International Podcast Day on September 30 marks a significant occasion in acknowledging the developing and flourishing podcast industry in Nigeria.

Gen Z consumes the most podcasts in Sub-Saharan Africa, making up 39% of all streams. The future of audio entertainment in Nigeria is being shaped by Gen Z, according to Ncebakazi, who asserts that they are revolutionizing the podcasting environment. We are still dedicated to promoting podcasting and boosting podcasters in Nigeria and beyond.

Important information and Spotify’s commitment

Popular local podcasts have gained a lot of popularity with Nigerian listeners, including The HonestBunch Podcast, I Said What I Said, Menisms, So Nigerian, and Tea with Tay. These podcasts’ fascinating subject matter, emphasis on hot topics, and open debates appeal particularly to Gen Z and Millennial listeners.

Speaking of preferred listening times, Spotify’s data for Nigeria shows that the best times to listen to podcasts are between the hours of 7:00 and 9:00 in the morning, probably during commutes, traffic, or morning routines.

Ncebakazi Manzi emphasized Spotify’s attempts to make podcast creation and consumption more accessible in order to comprehend its Initiatives. With powerful metrics to track a show’s progress and interactive features like polls and Q&A, Spotify for Podcasters offers a complete platform for content creation.

Spotify constantly improves the listening experience for users by adding tools like automatically generated transcripts, extended podcast chapters, and updated podcast show pages.

Understanding Gen Z’s interests and behavior is increasingly important for all players in Nigeria’s podcasting ecosystem as the medium continues to develop. Notably, Manzi estimates that 50.9% of Nigeria’s population belongs to Gen Z.

The cultural variety of Spotify

Spotify hopes to stand out as a shining example of cultural variety in the digital age in a world where music transcends national boundaries. This streaming behemoth has highlighted the rich tapestry of international musical traditions in addition to bringing listeners from all over the world together.

The platform’s huge catalog of music from around the world, which spans numerous languages and genres, is one of its most outstanding characteristics. Spotify offers a veritable treasure mine of sounds, ensuring that no matter where you are from, you will be able to find music that connects with your culture and experiences. These sounds range from K-pop sensations to Latin reggaeton, Bollywood classics to Nigerian Afrobeats. Even Spotify’s handpicked playlists reflect the company’s dedication to cultural diversity.

Spotify understands the value of promoting local artists. Musicians from all over the world can upload their tunes and reach a global audience through programs like “Spotify for Artists.” Through the support of local musicians, cultural traditions can be preserved and spread through music. The podcasting service provided by Spotify is crucial in promoting cultural diversity.

The value of these platforms in fostering cultural interaction is recently highlighted by the discovery that African nations are among the top podcast listeners. By creating unique playlists and material, the music portal frequently honors significant cultural occasions and holidays. The site makes sure that users can connect with the cultural significance of these occasions through music, whether it’s Black History Month, Chinese New Year, or Diwali.

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Samson Ayodeji

I am literally obsessed with technology. I love writing about the latest news in technology in different markets, segments and sectors across the world.

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