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AppsFlyer Data Reveals app Downloads in Sub-Saharan Africa Grew by 55% in 2020

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AppsFlyer, the global attribution leader, yesterday released new data that shows the worldwide trends that shaped the app market in Sub-Saharan Africa in 2020.

Analysing over 48 billion installs in over 30,000 apps with a minimum of 5,000 installs per month, Appsflyer’s data showed 33% increase in app downloads globally.

Across sub-Saharan Africa, data showed a 55% increase in the number of total app downloads in the region in 2020 compared to 2019.

With COVID-19 forcing more people than ever to be on their mobile devices this year, apps that enabled users to shop, play games, keep fit, stream or indulge in social networking proved vital during the long lockdown period.

AppsFlyer’s mobile marketing analytics provided crucial insights for app marketers globally. Here’s a summary of the top trends:

In sub-Saharan Africa, key app trends throughout 2020 include:

-93% growth in in-app purchases between April and May 2020 in South Africa, driven by strict COVID-19 lockdown measures and better access to online stores. This is compared to a 43% increase between September and November 2019

– Nigeria saw a 57% increase in organic app installs (44% in non-organic app installs) in 2020 vs 2019

– The average number of purchases per user in South Africa in general retail apps increased by around 20% between March and April

– An analysis of 27 billion app installs across 495 media networks and 14,000 apps revealed that Google was the best platform for driving performance for app marketers in Africa, while Facebook was the best platform for remarketing across Africa and the Middle East

– A platform breakdown showed Google dominated on Android thanks to its leap in developing countries where the operating system dominates, while Facebook controls much of iOS.

Globally, summary trends from 2020 show that:

– Mobile app marketers spent $74.6 billion globally in 2020 to drive users to install mobile apps – a 30% increase compared to 2019

– The number of app downloads increased by 33% in 2020, up 25% compared to 2019. It’s clear that both pure consumer intent and marketing efforts contributed to this leap

–  Cost per install spiked 30% post-lockdown leading to higher spend despite drop in NOI

– An analysis of 45 apps (mainly eCommerce, Finance, Media & Entertainment, and Food & Drink) found that the number of app installs with a preceding visit to the brand’s website has almost doubled this year. In fact, in almost 1 in 10 installs, the web was part of the user journey

Reflecting on the app trends for the year, Daniel Junowicz, MD Latam & Africa, AppsFlyer, commented: “Africa’s mobile-first economy has been one of the key markets that has shifted quickly to digital in recent years.

Brands here understand more than any other region that mobile needs to be at the forefront of their business activity. Looking ahead to 2021, the signs look positive for SMEs looking to acquire more customers through their mobile devices.

“2020 was a challenging year globally for all businesses but with more users seeking to conduct numerous activities on their mobile devices, marketers need to meet consumers where they are to drive sales and mimic the in-person experience as some physical activities increasingly become digital experiences.”


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MTN Nigeria Unveils CPaaS Platform to Transform Business Communication

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At the recently concluded NextNow Business Forum in Victoria Island, MTN Nigeria electrified the business community with a live demonstration of its forthcoming Communication Platform as a Service (CPaaS), a solution engineered to redefine how Nigerian enterprises connect with their customers.

Unlike traditional communication systems, MTN’s CPaaS is built for the realities of a mobile-first market. The platform unifies SMS, voice, WhatsApp, email, and more into a single, intuitive interface. This approach is especially significant in Nigeria, with over 107 million internet users, 45.4% of the total population, according to Data Report. This figure underscores the necessity for businesses to meet customers where they are.

During the demo, attendees witnessed how CPaaS enables two-way, real-time conversations between brands and customers. The platform’s support for rich media, instant analytics, and seamless integration with business workflows drew particular attention. These features are designed to empower businesses with data-driven insights and the agility to personalise every interaction, whether it’s a service notification, marketing campaign, or customer support exchange.

Akinbulejo Onabolu, Head of Enterprise Segment at MTN Nigeria, articulated the vision: “CPaaS gives enterprises the flexibility to interact with their customers on their preferred platforms; whether it’s chat, voice, or messaging, in a way that feels personal and immediate. We’re looking forward to the value this will unlock for businesses across industries once it launches.”

The fireside chat added depth to the conversation, with Omowunmi Olatunbosun, Head of SME Segment at MTN Nigeria, and Stephen Agbi of Bayobab, highlighting how digital engagement bridges the gap between businesses and audiences.

They emphasised that today’s consumers demand immediacy, relevance, and ease, qualities that CPaaS is built to deliver.

The stakes for digital transformation in Nigeria are high. In a report by Punch, the country’s enterprise tech market is projected to reach $22 billion by 2027, reflecting a surge in demand for scalable, cloud-based solutions that drive efficiency and customer loyalty.

The CPAAS Acceleration Alliance have estimated that globally, the CPaaS market is expected to grow from $14.7 billion in 2025 to $72.4 billion by 2035, at a compound annual growth rate of 18.4%, a testament to the platform’s transformative potential.

The event’s closing keynote from META’s Korhan Yunak reinforced the strategic value of digital channels like WhatsApp, which are now indispensable for business communication and engagement at scale.

As MTN Nigeria prepares for the Q3 2025 launch, the anticipation is unmistakable. With its promise of flexibility, intelligence, and seamless integration, MTN’s CPaaS platform is set to become the backbone of next-generation business-customer engagement in Nigeria, enabling enterprises to not just communicate but to connect, adapt, and grow in a digital-first era.


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MTN Mulls Establishment of Fintech Firm in Nigeria, Others

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MTN Uganda is seeking input from stakeholders on a plan to structurally separate its mobile money service, MoMo, from its core telecoms business.

According to the company, the proposed change will be discussed at the upcoming extraordinary general meeting on July 2.

If approved, the telco’s fintech business will be run by a new company controlled by MTN Group Fintech Holdings B.V. and a trust benefiting minority shareholders following a merger.

Additionally, the restructuring also aligns with MTN Group’s ambition 2025 strategy which aims to unlock value, attract new investors, and strengthen regulatory compliance by creating standalone fintech entities in Uganda, Ghana, and Nigeria.

The company’s fintech division has over 13 million customers, with an 18.4% revenue increase in the first quarter of 2025, driven by 19.0% growth in mobile money services, 19.8% growth in transaction volumes, and a 31.4% increase in transaction value.

Reports say the decision is part of the telco’s compliance with the National Payment Systems Act 2020, which mandates mobile money businesses to operate as standalone entities, and to align with MTN Group’s regional fintech strategy.

MTN Uganda, which is led by CEO Sylvia Mulinge, highlighted that the implementation of the proposed transaction will be subjected to a number of conditions and regulatory procedures.

“The implementation of the proposed transaction shall be subject to a number of conditions, including the company and MTN MoMo receiving all required regulatory approvals and no-objections and complying with any regulatory conditions,” said MTN Uganda in notice.

 


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Netflix Expands European Presence with €1 Billion Investment in Spain

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Netflix has announced plans to invest more than €1 billion in Spanish film and television productions over the next four years, reinforcing its commitment to Spain as a key creative hub in Europe.

The announcement was made by co-chief executive Ted Sarandos at an event held at Netflix’s production studios near Madrid, celebrating the company’s 10-year presence in the country.

Sarandos emphasized that the investment would contribute significantly to Spain’s economy, create jobs, and enable the streaming platform to produce more local content. He was joined by Spanish Prime Minister Pedro Sánchez in unveiling the initiative.

Netflix first established its international production studios in Madrid in 2019, following the success of the Spanish-language hit series Money Heist.

Since then, its 22,000-square-meter facility has become one of Netflix’s major production centers within the European Union.

The company currently supports over 20,000 jobs in Spain, highlighting the nation’s growing influence in global entertainment.

The investment reflects Netflix’s ongoing strategy to expand its presence in European markets through original content and local talent.


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