Nigeria is Africa’s second-largest podcast consumer, according to global streaming service Spotify.
According to The Times, in celebration of International Podcast Day, Spotify’s podcast manager for Sub-Saharan Africa, Ncebakazi Manzi, made this declaration.
He claimed that over the previous two years, the number of podcast listeners in Nigeria has grown exponentially, rising by 222% between 2021 and 2022.
“Nigeria now ranks second in Africa for podcast consumption, right after South Africa.
“Kenya, Ghana, and Angola are next to Nigeria in the list. The top five African Spotify countries with the most podcast listeners are these five nations. International Podcast Day is on September 30, and the state of the podcast industry has steadily changed and gained traction in Nigeria.“
Manzi emphasized that according to Spotify’s data, Nigerian Gen Zs between the ages of 18 and 24 made up a significant portion of podcast listeners, accounting for 50% of all streaming during the previous 90 days.
“Podcasting has gained popularity among listeners in the Gen Z generation due to its accessibility and variety of material, which includes narrative, knowledge sharing, and entertainment.”
He said that listeners between the ages of 25 and 29 made up 21% of their streams.
Interestingly, with 39% of all streams coming from them, Gen Z leads the listenership rate in Sub-Saharan Africa.
The HonestBunch Podcast, I Said What I Said, Menisms, So Nigerian, and Tea with Tay are notable local podcasts that are particularly well-liked by Nigerian listeners.
Due to their candid talks, relevant subjects, and entertaining content, these podcasts appeal to Gen Z and Millennials.
According to Spotify data, most listeners in Nigeria tune in between 7:00 and 9:00 a.m., probably during commutes, when snarled up in traffic, or while they get ready for the day.
With the introduction of features like auto-generated transcripts, larger podcast chapters, and redesigned podcast show pages, Spotify continuously improves the listening experience for users.
Understanding Gen Z’s preferences and behaviors will be essential for all players in Nigeria’s podcasting ecosystem as the medium continues to develop, especially given that, according to Manzi, Gen Z makes up 50.9% of the nation’s overall population.
Nigeria took the second spot in Spotify’s global roundup, behind Brazil, which is one of its fastest-growing podcast markets.
