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Spotify Data: How Gen Z Audience Continues to Drive Podcast Listenership in Nigeria

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In celebration of International Podcast Day on 30 September, Spotify has noticed that the podcast landscape have continually evolved and is gaining more traction in Nigeria. The demographic at the forefront of this transformation is Generation Z (Gen Z). With its accessibility and diversity of content ranging from storytelling to information sharing and entertainment, podcasting has become a popular choice for Gen Z listeners.

According to Spotify’s data, Nigerian Gen Zs aged between 18-24 constitute a sizable segment of podcast listeners, accounting for 50% of the total streams, for the last 90 days. They are followed by listeners aged 25-29, contributing 21% of the streams. In the Sub-Saharan Africa region, Gen Z also tops the listenership rate, with 39% of the total streams coming from them.

The rise of podcast listenership in Nigeria has been exponential in the past couple of years, increasing by 222% between 2021 and 2022. This places Nigeria as the second country consuming podcasts in Africa right after South Africa. Nigeria is followed by Kenya, Ghana and Angola – these five countries make up the top five African Spotify countries with the most podcast listeners.

The spotlight falls on The HonestBunch Podcast, I Said What I Said, Menisms, So Nigerian and Tea with Tay as the top local podcasts in the hearts of Nigerian listeners. Their leading position comes as no surprise, given their widespread popularity among the Gen Z and Millennials. This is attributed to their engaging and entertaining content, their keen awareness of trending subjects and their unfiltered and candid conversations.

On preferred podcast listening times among Nigerians, Spotify data shows that most listeners tune in to podcasts between 7am – 9am, possibly while commuting to work, sitting in traffic or getting ready for the day.

“Gen Z is revolutionising the podcasting landscape, and their appetite for diverse content is shaping the future of audio entertainment in Nigeria. We remain committed to elevating podcasting and amplifying the voice of podcasters in Nigeria and beyond,” says Ncebakazi Manzi, Spotify’s Podcast Manager, Sub-Saharan Africa.

Spotify has made it easier for anyone to create and grow a podcast, through Spotify for Podcasters. It’s 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 percent of the total population in the country.


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Ugo Onwuaso is an ICT enthusiast. He believes technology should be used for general good. He holds a Master of Public Administration (MPA) degree from the Lagos state University. Dear Reader, Your support matters. But we believe that technology makes life more exciting and helps improve the lives of people around Nigeria and indeed the world. That is why, we have devoted our energy to independent reportage of technology and finance and how they affect lives. Our incisive and analytical view of how technology news affects the daily life help individuals and organizations make up their minds. Quality journalism costs money. Today, we're asking that you support us to do more. Kindly support our effort to deliver technology and finance journalism to everyone in the world. Donate as little as N1,000. Bank transfers can be made to: UBA Plc 1017156876 Communication Week Media Ltd

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QEDNG Summit 2026 set for August 11 in Lagos

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QEDNG Creative Powerhouse Summit will hold its second edition on August 11 in Lagos, bringing together leaders across the creative, business and policy spaces.

QEDNG Summit 2026 set for August 11 in Lagos

Convened by Mighty Media Plus, publishers of online newspaper QEDNG, the summit brings together conversations at the intersection of creativity, enterprise and influence, with a focus on strengthening Nigeria’s creative economy.

Reflecting on the inaugural edition, Iyanda said the summit drew participation from respected figures across sectors, including group managing director of SO&U Udeme Ufot as chairman and founder of The Africa Soft Power Group Dr Nkiru Balonwu as keynote speaker, alongside panellists such as filmmaker Kunle Afolayan, All Africa Music Awards (AFRIMA) founder Mike Dada and executive director of the National Film and Video Censors Board (NFVCB) Dr Shaibu Husseini who contributed to discussions on the direction of the creative economy.

“The first edition showed that there is a strong interest in serious engagement around the creative economy. We had contributions from experienced voices who helped set the tone for the kind of platform we are building,” Iyanda said.

Building on the success of its inaugural edition, the summit continues to expand its scope, attracting a diverse mix of industry leaders, entrepreneurs, policymakers and emerging talents.

“This summit is designed as a meeting point for ideas, influence and execution. It is not just about conversations, but about outcomes that strengthen the creative economy,” Iyanda added.

He noted that the timing of the summit is significant as the country’s creative sector continues to evolve.

“Nigeria’s creative sector has grown in visibility, but the structures that support it are still evolving. The QEDNG Creative Powerhouse Summit is part of the effort to bring clarity, direction and serious engagement to that growth,” he said.

The 2026 edition will feature keynote addresses, panel discussions and curated sessions addressing themes around innovation, growth, funding and the global positioning of Nigerian creative talent.

According to Iyanda, the long-term goal is to build a platform that remains relevant across generations.

“Our goal is to build a platform that remains useful over time, one that documents progress, connects stakeholders and contributes meaningfully to policy and practice,” he said.

Further details on speakers, partners and the full programme will be announced in the coming weeks.


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NUJ Accuses NBC of Attempting to Gag Media, Demands Dialogue

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Nigeria Union of Journalists (NUJ) has criticised the National Broadcasting Commission (NBC) over a recent directive to broadcast stations, describing it as a threat to free speech and press freedom.

NUJ Accuses NBC of Attempting to Gag Media, Demands Dialogue

In a press release signed by Achike Chude, national secretary, the union said it viewed the NBC’s notice released on 17th April with “grave concern and utter disappointment.”

It said the directive, which warned broadcasters to ensure “strict and uncompromised compliance,” was “nothing short of a veiled attempt to gag the media and institutionalise censorship.”

The union argued that the NBC’s warning against anchors expressing “personal opinions” interferes with newsroom decisions.

“Journalism, particularly in the realm of current affairs and political analysis, requires robust engagement,” the NUJ said.

It added, “To strip presenters of their right to analyze and contextualise news is to reduce the Nigerian media to a mere mouthpiece.”

The NUJ also faulted what it called vague rules and harsh penalties.

It said classifying such actions as offenses punishable by fines or suspension creates “a chilling effect.”

According to the statement, “This regime of fear encourages self-censorship, where journalists are too afraid to ask tough questions.”

Citing Section 39 of the 1999 Constitution, the union stressed that freedom of expression includes “the freedom to hold opinions and to receive and impart ideas and information without interference.”

It added, “The NBC Code cannot and must not be used to override the supreme law of the land.”

The NUJ called for dialogue instead of threats and urged journalists to remain “resolute, professional, and fearless.”

It said, “The media is the watchdog of society, not the lapdog of the government.”

 


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Fela Makes History as First African to be Inducted into Rock and Roll Hall of Fame

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Fela Anikulapo-Kuti, simply known as Fela, legendary Nigerian musician, has made history as the first African artist to be inducted into the Rock & Roll Hall of Fame.

Fela Makes History as First African to be Inducted into Rock and Roll Hall of Fame

Fela

This is coming after he was  posthumously honored with the 2026 Grammy Lifetime Achievement Award, becoming the first African artist to receive this prestigious special merit recognition.

Fela will be honoured in the early influence category this year, along with Queen Latifah, rapper MC Lyte, country rocker Gram Parsons, and Cuban singer Celia Cruz at this year’s Rock and Roll Hall of Fame event.

The honorees were revealed on Monday night in the US, during an airing of American Idol.

Sade Adu, Nigerian-born British singer, will be honoured in the performance category.

However, Shakira, Mariah Carey, Lauryn Hill, New Edition, and Pink, missed out on the final cut despite being nominated.

Over 1,200 artists, historians and music industry professionals voted to decide the honorees.

The induction ceremony will be held on 14 November at the Peacock Theatre in Los Angeles.

 

 

 


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