Top Countries Consuming Podcasts in Africa Spotify
According to Spotify, the top five podcast consuming countries in Africa are South Africa, Nigeria, Kenya, Ghana and Angola. Growth in podcast audiences in Nigeria has grown exponentially over the past two years, growing 222% between 2021 and 202. The demographic at the forefront of this transition is Generation Z. Z). With its accessibility and diversity of content, from storytelling to information sharing and entertainment, podcasting has become a popular choice for Gen Z listeners.
According to him, the podcast listening audience in Nigeria has grown exponentially in the past two years, growing by 222% from 2021 to 2022. “This makes Nigeria the second highest consumer of podcasts in Africa, behind only South Africa.
“Nigeria is followed by Kenya, Ghana and Angola. These five countries make up the top five Spotify countries in Africa with the most podcast listeners.
“September 30 is International Podcast Day and we have seen the podcast scene continuously grow and gain traction in Nigeria.
“The demographic group at the forefront of this transition is Generation Z. “With its accessibility and diversity of content, from storytelling to information sharing and entertainment, podcasting has become a popular choice for Gen Z listeners.
Manzi said that according to Spotify data, Gen Z Nigerians aged 18-24 make up a significant segment of podcast listeners, accounting for 50% of all streams over the past 90 days.
They said they are followed by listeners aged 25 to 29, contributing 21% of streams.
According to him, in sub-Saharan Africa, Generation Z also tops the listening rate with 39% of all streams coming from them.
“Generation Z is revolutionizing the podcasting landscape and their hunger for diverse content is shaping the future of audio entertainment in Nigeria. “We remain committed to elevating podcasts and amplifying the voices of podcasters in Nigeria and beyond.
“The spotlight is on The HonestBunch Podcast, I Said What I Said, Menisms, So Nigerian and Tea with Tay, which are the top local podcasts among Nigerian listeners.
“Their leadership position is not surprising because they are very popular among Generation Z and Millennials.
“This is because of their engaging and entertaining content, their keen sensitivity to topical topics and their candid, unfiltered conversations,” he said.
Regarding Nigerians’ preferred listening times, Manzi noted that Spotify data shows that most listeners listen to podcasts between 7 a.m. and 9 a.m., possibly while commuting, or sitting while participating in social interactions. through or as they prepare for the day. He said Spotify has made it easier for people to create and grow podcasts through Spotify for Podcasters.
“It is a one stop shop to upload or record content, add interactive features like Q&A or polls, all while keeping track of a show’s growth through advanced analytics.
“And for the listeners, Spotify is always working to create new ways to make it easier to listen, discover and engage with their favorite podcasts, and are rolling out new tools including auto-generated transcripts, expanding podcasts chapters and updating podcast show pages.
“As podcasting continues to evolve, keeping a close eye on Gen Z’s preferences and behaviours will be crucial for all stakeholders in the podcasting ecosystem in Nigeria.
“Especially, as they lead with 50.9 per cent of the total population in the country,” he said.