The top five nations in Africa for podcast consumption, according to Spotify, a global internet streaming service, are South Africa, Nigeria, Kenya, Ghana, and Angola.
This information was made public on Thursday in a statement by Ncebakazi Manzi, the Sub-Saharan Africa podcast manager for Spotify, in honour of the annual International Podcast Day, which is observed on September 30.
In Nigeria, he claims, the number of podcast listeners has grown exponentially in recent years, rising by 222% between 2021 and 2022.
After South Africa, Nigeria now ranks as the continent’s second-highest podcast consumer.
“Kenya, Ghana, and Angola are next after Nigeria. The top five African countries on Spotify with the most podcast listeners are these five nations.
International Podcast Day is celebrated on September 30. In Nigeria, the podcast industry has been steadily growing and evolving.
“Generation Z (Gen Z) is the group at the vanguard of this revolution.
“Generation Z listeners have started to favour podcasts because of their accessibility and variety of material, which includes narrative, knowledge sharing, and entertainment.
Manzi claimed that according to Spotify data, Nigerian Gen Zs between the ages of 18 and 24 made up a large portion of podcast listeners, accounting for 50% of all streaming during the previous 90 days.
According to him, listeners between the ages of 25 and 29 made up 21% of the streams after them.
He claims that in Sub-Saharan Africa, where 39% of all streams originate from, Gen Z has the highest listenership rates.
“Gen Z is reshaping the podcasting industry, and their demand for a variety of content is influencing how audio entertainment is presented in Nigeria in the future.
“We are still devoted to improving podcasting and enhancing the voices of podcasters in Nigeria and everywhere.
In the eyes of Nigerian listeners, The HonestBunch Podcast, I Said What I Said, Menisms, So Nigerian, and Tea with Tay are the top local podcasts.
Given their enormous popularity among Generation Z and Millennials, their dominant position is hardly surprising.
This, he claimed, was due to their interesting and amusing material, as well as their great understanding of hot topics and their unvarnished candour in conversation.
The majority of listeners tune in to podcasts between the hours of 7 and 9 in the morning, presumably while driving to work, sitting in traffic, or getting ready for the day, according to Spotify statistics on preferred podcast listening times among Nigerians.
Through Spotify for Podcasters, he claimed, the process of starting and growing a podcast has been made simpler for everyone.
It is a one-stop shop for uploading or recording content, including interactive elements like polls and Q&A, and adding interactive features, all while monitoring a show’s growth through powerful analytics.
And for the listeners, Spotify is constantly trying to develop new ways to make it easier for them to listen to, discover, and interact with their favourite podcasts. They are currently releasing new tools, such as automatically generated transcripts, expanded podcast chapters, and updated podcast show pages.
All stakeholders in the podcasting ecosystem in Nigeria must keep a careful eye on Gen Z’s preferences and behaviour as podcasting continues to change.
“Especially, as they lead with 51.9% of the nation’s total population,” he stated. (NAN)
