Spotify, the worldwide streaming platform, has disclosed that Nigeria stands as the second-leading consumer of podcasts in Africa. This announcement was made by Ncebakazi Manzi, Spotify’s Podcast Manager for Sub-Saharan Africa, in honor of International Podcast Day.
Spotify’s data indicate that podcast listenership in Nigeria has experienced substantial growth over the recent years, witnessing a 222% increase between 2021 and 2022.
This surge in consumption positions Nigeria as the second-leading consumer of podcasts in Africa, trailing only South Africa, with Kenya, Ghana, and Angola completing the top five. This insight was shared in light of International Podcast Day on September 30, underscoring the evolving and expanding podcast landscape in Nigeria, particularly on platforms like Spotify.
Gen Z’s contributes to the growth of the podcast
Manzi emphasized the notable influence of Generation Z in this upward trend, with Spotify’s records showing that Nigerian individuals within the 18 to 24 age range represent a significant portion of the podcast audience, contributing to 50% of the total streams in the past 90 days. They are succeeded by listeners aged 25 to 29 years, who account for 21% of the streams.
Interestingly, this preference for podcasts isn’t confined to Nigeria as, across the Sub-Saharan Africa region, Generation Z leads in listenership, producing 39% of the total streams. Manzi noted the pivotal role this demographic is playing in reshaping the podcast landscape in Nigeria, and their diverse content preferences are determining the future direction of audio entertainment in the country.
The influence of the podcast in Nigeria
Local podcasts, such as The HonestBunch Podcast, I Said What I Said, Menisms, So Nigerian, and Tea with Tay, are gaining prominence amongst Nigerian listeners, especially Generation Z and Millennials, owing to their relevant and engaging content focusing on prevailing topics and frank discussions.
Regarding the prevalent podcast listening times in Nigeria, Spotify’s insights reveal a concentration of listeners between 7:00 a.m. and 9:00 a.m., presumably aligning with commuting hours, traffic delays, or morning preparations.
Spotify has been at the forefront in facilitating podcast creation and consumption, offering comprehensive services for content creators and introducing new features to enhance the listener’s experience.
As podcasts continue to gain popularity, understanding and catering to Generation Z’s preferences and behaviors is crucial for every entity involved in Nigeria’s podcasting scene, especially given this demographic’s substantial representation in the country’s population.
From a global perspective, Nigeria clinched the second spot in podcast consumption on Spotify, preceded by Brazil, identified as one of the rapidly expanding podcast markets.
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