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.
Related Link
International Podcast Day: Website
Nigerians 2nd highest African podcast patron. – Spotify unveils Nigeria, S. Africa, Ghana, Kenya, and Angola as top five. – Express your point of view.
It’s great to see the growing popularity of podcasts in Nigeria, with a significant surge in listenership, especially among the younger generation. Gen Z’s interest in diverse content offerings is driving this trend. Prominent local podcasts are resonating well with Nigerians, making podcasts a popular choice for entertainment and information. Spotify’s efforts to support podcast creation and enhance the listening experience are contributing to this growth. Nigeria’s podcasting landscape is evolving rapidly, and it’s becoming a significant part of the country’s digital media landscape.
That’s amazing news! It’s really exciting to see the rise of podcast listenership in Nigeria and other African countries. 🎧🌍 Podcasts have become a popular medium for sharing diverse voices, stories, and perspectives. They provide a platform for people to connect, learn, and be entertained. I believe this surge in podcast patronage reflects a growing appetite for knowledge, entertainment, and cultural exchange. It’s encouraging to see Nigerians embracing podcasts as a way to engage with a wide range of topics, from news and politics to comedy and storytelling. This trend also highlights the power of technology and digital platforms in connecting people and amplifying voices that may have been previously unheard. I hope this upward trajectory continues, and more African countries join the podcast revolution. Let’s keep listening, learning, and supporting the vibrant podcast community in Nigeria and beyond! 🙌🎉
The increase of podcast listeners in Nigeria, particularly among Generation Z, shows the surge in popularity of a variety of audio programming. It’s a good move that Spotify is dedicated to promoting podcasters’ voices and facilitating podcast production and consumption
the increase of podcasts in Nigeria is concerning. It is crucial that we check the information provided by these podcasts. However, it is a strategy that many Nigerians have utilized to continue being self-employed.This trend is being driven by Gen Z’s interest in numerous content options. Popular local podcasts are connecting with Nigerians effectively