Global streaming platform Spotify has unveiled that Nigeria, South Africa, Kenya, Ghana, and Angola are the top five 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 podcast listenership has surged dramatically, soaring by an impressive 222 percent between 2021 and 2022. In the ranking, Nigeria follows closely behind South Africa, with Kenya, Ghana, and Angola following behind. These five 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. The celebration is a great opportunity to connect with fellow podcasters, podcast listeners, podcast enthusiasts, and leaders in the podcasting industry. In 2014, National Podcast Day was celebrated. After quickly realizing the power of podcasts internationally, it rebranded into what it is today — International Podcast Day. Over the years, the brand has live-streamed over 200 hours from nearly 100 nations featuring 360 podcasters sharing their podcast journeys, personal stories, and expertise.
Growth in Nigerian podcasts is due to Gen Z’s interest.
Further, the podcast manager 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 percent 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. Also, listeners aged 25 to 29 years contributed 21 percent 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 percent 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.” She further said that the platform remains committed to elevating podcasting and amplifying the voice of podcasters in Nigeria and beyond. In the last few years, podcasting has become very popular in Nigeria and, by extension, Africa
Podcasts resonate with Nigerians specifically due to the content.
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. Regarding 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.
Moreover, 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 behaviors becomes crucial for all stakeholders in Nigeria podcasting ecosystem. Notably, Gen Z accounts for 50.9 percent of Nigerian total population, according to Manzi.
The streaming platform encourages cultural diversity worldwide.
Finally, in a world where music transcends borders, Spotify aims to stand out as a prime example of cultural diversity in the current 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. Spotify also 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 allows for the preservation and propagation of cultural traditions through music.
