Broadcasting
How Have Podcasts Contributed to the Rise of Afrobeats?

By Ncebakazi Manzi Podcast Manager: Spotify Sub-Saharan Africa
The rise of Afrobeats over the past decade or so has been nothing short of remarkable. From the streets of Nigeria and Ghana, it has become a global phenomenon, with some of the world’s biggest artists collaborating with Afrobeats icons and emerging artists alike.
In a sign of how rapid the ascent of Afrobeats has been, Spotify recently held events in Nigeria celebrating 13 billion streams of the genre. The growth of Afrobeats is unlikely to slow down anytime soon either, especially as streaming continues to grow across Africa.
According to research firm Statista, the continent’s streaming market is set to grow from US$362.5 million this year to US$513.2 million in 2027. Combine that expansion with significant diaspora populations and you have the ingredients for further inter-continental pollination and growth.
But there are other forces advancing the growth of Spotify. Podcasts in particular are playing an increasingly important role. That’s true not just on the African continent, but around the world too.
Africa’s podcast growth
Before looking at how podcasts and music streaming services have complemented each other to drive Afrobeats’ growth, it’s worth providing some additional context around the evolution of podcasts in Africa.
Thanks to rising smartphone adoption and increasingly affordable connectivity, the medium has seen significant growth across the continent. In fact, podcast listenership in Nigeria grew by an astonishing 222% between 2021 and 2022.
Unsurprisingly, it’s not just listenership that’s grown but production too. While it’s difficult to get an exact idea of how many African-produced podcasts there actually are, you only need to open your podcasting app and type a few continent and country-specific search terms in to see how much choice there is today. These podcasts cover a growing number of niches too, including Afrobeats.
At the recent Afrobeats celebration events that were held in Lagos, Nigeria, the first day featured Spotify for Podcasters sessions which were focused on empowering creators and showcasing top podcasts. These events included a workshop on the basics of podcasting followed by a panel discussion with Nigerian podcasters. Next were live podcast recordings of a Spotify for Artists Masterclass on “Afrobeats Intelligence” and “I Said what I Said” featuring Afrobeats artists, Pheelz and Nissi. The day ended with a surprise performance by Pheelz bringing Afrobeats lovers and the expanding community of podcasters together.
Spreading the word about Afrobeats
There are a number of high quality podcasts with an Afrobeats focus that not only highlight tracks from the genre but also delve into meaningful discussions related to the music.
Take Afrobeats Intelligence, for example. Founded by award-winning Nigerian music journalist Joey Akan, the podcast is a spin-off of his newsletter of the same name. And while it may be rooted in Nigeria, the podcast celebrates creative excellence from across the African continent.
Terms and Conditions by Pulse, meanwhile, dissects worthy culture-related conversations with insights and varying perspectives. Hosted by Neo Akpofure, ex BBNaija housemate, Oyindasola Chekwa ESQ, a lifestyle influencer and content creator and Sayo AK an artist, planner, and entrepreneur. The podcast was launched in 2021 and also provides invaluable insights into the music industry from people who’ve been in the thick of it.
An older offering comes in the shape of Loose Talk, hosted by the trio of veteran media and music journalists Osagie Alonge, Steve Dede, and Ayomide Tayo. Founded in 2016, when the African podcasting scene was still in its infancy, the show discusses all things music and culture. After a three year hiatus, Loose Talk started putting out new episodes this year.
Complementary mediums
That these and other shows have built sustainable offerings not only demonstrates the hunger to learn more about Afrobeats as a genre but also their potential to grow the genre’s popularity both in Africa and around the world. That shouldn’t be too surprising either. Being audio-driven mediums primarily, podcasts and music can be incredibly complementary mediums.
This ability to act as a promotional vehicle is underlined by our own Spotify data. It shows that the country with the highest number of Afrobeats podcast listeners is the UK, beating out Nigeria, with the US in third spot.
For listeners, it’s easy to imagine how this symbiosis between streaming and podcasts comes about. They might have a friend recommend an Afrobeats artist or have their curiosity sparked by a song featured on the soundtrack for a movie or series. Once they’ve listened to those songs, they’ll likely want to find out more about the artist or to discover other, similar artists.
Podcasts offer them a convenient way of doing that (especially if they can access said podcasts from the same app), while also providing insights into the genre and news on the latest artist releases, collaborations, and developments.
Afrobeats and beyond
While Afrobeats has undoubtedly been one of the biggest beneficiaries of Africa’s podcasting explosion, there is no doubt that other genres are benefitting and will benefit in the future too. As more and more African producers launch their own podcasts and smartphone penetration and connectivity continue to grow across the continent, that symbiotic influence will only keep growing.
Broadcasting
TikTok Deletes over 2m Videos in Nigeria for Policy Violations

TikTok, social media giant, has reaffirmed its commitment to online safety by removing more than two million videos in Nigeria between July and September 2024 for violating its Community Guidelines.
According to its Q3 Community Guidelines Enforcement Report, 99.1 percent of these videos were taken down within 24 hours of being posted.
With millions of videos uploaded daily by its over one billion users worldwide, TikTok has continued to improve its content moderation efforts through advanced technology.
The platform’s proactive detection rate has now reached 98.2 percent globally, allowing it to identify and remove harmful content before it reaches viewers.
Between July and September 2024, TikTok removed over 147 million videos worldwide, with 118 million taken down through automation.
In Nigeria, 92.1 percent of all removed videos were taken down before any user reported them, reflecting the platform’s proactive moderation strategy.
The report highlights the most common policy violations that led to content removal in Nigeria.
These include sensitive and mature themes, where 99.4 percent of flagged videos were removed before any user report.
Content related to regulated goods and commercial activities, including scams and the illegal sale of items such as firearms or explosives, accounted for 99.1 percent of removals before user reports.
Additionally, content categorized under mental and behavioral health, which could negatively impact users, particularly younger audiences, saw a 99.9 percent removal rate before any user reports.
TikTok maintains that its mission to inspire creativity and bring joy is built on a foundation of user safety and content integrity.
The platform continues to invest in Trust and Safety professionals who work alongside advanced technology to enforce its Community Guidelines, Terms of Service, and Advertising Policies.
By prioritising a positive and secure digital space, TikTok aims to ensure that users can create, connect, and be entertained without exposure to harmful content.
Broadcasting
Nigeria’s Brightest Young Minds to Compete in Spelling Bee Finals

The highly anticipated finals of the Spellingbee in Nigeria (SpIN) will take place on Saturday, February 15, 2025, at the U.S. Consulate’s Residence in Lagos.
This milestone event will see 64 outstanding finalists from Abuja, Lagos, Osun, and Taraba States competing for the championship title, marking a historic moment as Nigeria makes its debut in the prestigious Scripps National Spelling Bee, USA.
The winner of SpIN ’25 National Finals receives an all-expense-paid trip to represent Nigeria at the 100th edition of the Scripps National Spelling Bee in the United States, a centennial celebration of academic excellence that has shaped young minds for generations.
Beyond crowning a champion, the National Finals underscores SpIN’s core mission: cultivating academic excellence, linguistic mastery, and a commitment to fostering educational and leadership opportunities for young learners.
Speaking on the upcoming event, Eugenia Tachie-Menson, Convener of Spelling Bee in Nigeria, an affiliate of the Scripps National Spelling Bee, USA, emphasized the competition’s transformative impact on young learners.
“This competition is more than just spelling—it builds confidence, public speaking skills, and critical thinking, preparing students for global opportunities.
“We are thrilled by the enthusiasm it has received and the doors it will open for Nigeria’s brightest young minds.”
The event, which is set to attract members of the diplomatic corps, C-Suite executives, high net worth parents and educational leaders, is made possible through the support of key partners: Indomie Noodles (Title Sponsor), Checkers Custard (Co-Sponsor), and partnerships with Lucid Education Initiative, the U.S. Consul-General Lagos, the American Business Council of Nigeria, the Rotary Club of VI East, and AT3 Resources – The Muvmnt Agency (PR Partner).
Spellingbee in Nigeria is a prestigious competition affiliated with the globally renowned Scripps National Spelling Bee, USA. It is dedicated to promoting literacy, vocabulary development, and critical thinking among Nigerian students, equipping them with skills to compete on a global stage.
Broadcasting
Canal+ to Carve, Spin out MultiChoice’s LicenceCo in Aggressive Takeover Bid

Canal+ S.A., a French media and telecommunications conglomerate based in Paris, will restructure MultiChoice Group and carve out its broadcasting licence and South African DStv subscribers into “Licence Co” as a new separate entity while the remainder contains its video assets as the MultiChoice Group.
This is in its push for aggressive takeover of MultiChoice through successfully and circumvent the country’s regulations preventing a majority-owned share in local media.
According https://teeveetee.blogspot.com, Canal+ is progressing with its aggressive buyout of R32 billion for MultiChoice although various regulatory hurdles are supposed to prevent foreign ownership of a large South African media company like MultiChoice.
Canal+’s plan for a “post-transaction structure” for MultiChoice is to carve out MultiChoice’s broadcasting licence in South Africa, overseen by the Independent Communications Authority of South Africa (Icasa) and MultiChoice South Africa’s DStv subscribers in South Africa into a new company called Licence Co.
Canal+’s Licence Co will be a new entity, while the remainder of MultiChoice’s video entertainment assets will then remain part of the MultiChoice Group.
The MultiChoice broadcast licence carve out is part of Canal+ plan to circumvent and get around South Africa’s broadcast and ownership regulations.
The dilemma Canal+ and MultiChoice have is that they can’t legally get around a foreign entity owning a South African broadcast licence, in this case for traditional pay-TV.
The plan is now for this “problem-part” preventing Canal+’s MultiChoice takeover from going through – MultiChoice South Africa and its South African broadcasting licence and South African set of DStv subscribers – to be siloed as Licence Co.
Licence Co. in South Africa will literally hold the pay-TV licence and manage the DStv subscribers, while MultiChoice Group will legally-technically no longer be a broadcaster but a video content supplier.
Like a family trust, Licence Co, although an “independent” company, will exist with the express aim to benefit the MultiChoice Group.
Also to note: MultiChoice Group, belonging to French owners and as the so-called “video content hub”, will now mean that Canal+ and MultiChoice’s French owners will now be paying to keep the South African public broadcaster’s SABC News, eMedia’s eNCA and Newzroom Africa’s as South African TV news channels on the air on DStv.
This is, in effect, a French private company paying for and in control of South African TV news, as well as news elsewhere in sub-Saharan Africa.
Canal+ and MultiChoice has to secure approvals for the mega-takeover deal from Icasa, the Takeover Regulation Panel, South Africa’s Competition Tribunal, shareholders, the Financial Surveillance Department and adhere to other requirements like black-economic empowerment (BEE) and with Canal+ not have voting rights of more than 20% as mandated by the Electronic Communications Act.
On paper Licence Co will be a new “independent company” but in real effect work in tandem with MultiChoice Group – as it exists currently containing MultiChoice’s operational structure, technology, staff and content assets.
Licence Co will become/remain the entity dealing with South African DStv subscribers.
Canal+ and MultiChoice plan to spin out Licence Co’s ownership as majority-owned by the current Phuthuma Nathi scheme (27%), as well as two black-owned companies – Identity Partners Itai Consortium with Sonja de Bruyn and Afrifund Investments from the former Telkom CEO Sipho Maseko – as well as a Workers’ Trust (ESOP).
With smart accounting and legal wrangling, Canal+ and MultiChoice are crafting it so that the MultiChoice’s Group’s shareholding in the new Licenco Co will be 49% and 20% on the dot in terms of voting rights – right what the regulators require.
“MultiChoice Group will retain its existing 75% direct interest in MultiChoice South Africa, which will exclude Licence Co. Phuthuma Nathi will similarly retain its existing 25% interest in MultiChoice South Africa,” Canal+ and MultiChoice announced in a takeover update statement on Tuesday.
“The transaction will not lead to any disruption for LicenceCo’’s South African viewers, who will continue to access its services as normal. Licence Co will enter into various commercial agreements with MultiChoice Group subsidiaries in relation to the services currently provided to Licence Co by other MultiChoice Group entities,” they stated.
“These relate to, among other things, the provision of content, technology, subscriber management and support and other functions.”
“Canal+ and MultiChoice are confident that the envisaged structure meets the requirements of all applicable laws, including the restrictions on foreign ownership and control of broadcasting licences contained in the Electronic Communications Act.”
Webber Wentzel and DLA Piper are the joint legal advisors to MultiChoice, while Herbert Smith Freehills and Werksmans are the advisors to MultiChoice on competition and broadcasting matters.
Citigroup Global Markets Limited and Morgan Stanley & Co International plc and the joint financial advisors to MultiChoice, while FTI Consulting are the so-called “strategic communications” advisors to MultiChoice.
Bowmans is the South African legal advisors to Canal+, with Bryan Cave Leighton Paisner LLP repping as the international legal advisors to Canal+, and BofA Securities and J.P. Morgan as Canal+’s joint legal advisors.
The Brunswick Group is the “strategic communications” advisors for Canal+.
In the joint statement, Maxime Saada, Canal+ CEO – and notably having his prepared quote placed first at the top – says “This transaction is an opportunity to create a unique global media company, with a strong presence across Africa, with the scale, expertise and creativity to compete and partner with the largest players within the media sector and beyond”.
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