According to DATAXIS, which has just published a prospective study on the evolution of music streaming revenues in Africa, these are expected to more than triple in five years, rising from $92.9 million in 2021 to $314.6 million in 2026.
Although 86% of revenues currently come from five major African countries—South Africa, Egypt, Nigeria, Algeria, and Morocco—DATAXIS sees Spotify's recent decision to expand its distribution to 39 African countries as a sign of the continent's overall attractiveness.
The institute does, of course, highlight the limitations related to infrastructure, low internet penetration in certain countries, and low incomes among the population. Despite this, the African market represents enormous growth potential thanks to its large population.
Of course, operators must adopt tailor-made strategies to take into account the low level of connectivity, the low purchasing power of the population, and piracy, which is a real challenge in every country.
DATAXIS cites the example of the Kenyan platform MDUNDO, which has chosen to work closely with artists by giving them 50% of their revenues. This strategy of partnering with artists is also followed by AUDIOMACK, a Chinese platform, and distributor ZIIKI MEDIA.
BOOMPLAY, launched in Nigeria, has partnered with phone manufacturer TRANSSION, allowing BOOMPLAY to be integrated into all TRANSSION smartphones sold across the continent.
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