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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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Unveil Your Audio Odyssey With Spotify’s Wrapped Personalized User Experience

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It’s that time of the year again when music enthusiasts get to lean on Spotify to dive in and get a revelation of their top listening moments of the year.  Spotify Wrapped 2023 is upon us and individuals are ready to embark on their sonic adventure.

This year, Spotify Wrapped introduces listeners to an overview of their music preferences through an access to their personalized 2023 Wrapped experience. Spotify users will be able to exclusively unveil their listening journey on the Spotify mobile app on iOS and Android and also via web view on mobile or Desktop on Spotify.com/Wrapped.

Please make sure your Spotify app is updated to the latest version to access. The experience started rolling out to users globally on November 29 at 2PM WAT/ 3PM SAST/ 4PM EAT.

As you check the receipts on your year in review, only your Wrapped results can reveal what you were really feeling in 2023. Here’s what to look out for:

  • New data stories bringing you to the heart of their listening: In addition to your top artists, genres, songs, podcasts and minutes listened, we’re adding a few new features to look out for.

    • Me in 2023 celebrates a streaming habit that defined your listening this year. The experience will reveal one of 12 listening characters that best describes the way you listened on Spotify this year – examples include the Shapeshifter (you’re quick to move from one artist to the next), the Luminary (you play light, upbeat music more than others), or the Alchemist (you create your own playlists more than others do).

    • Sound Town matches you to a city based on your listening and shared artist affinity. Listening habits are shared in surprising ways across communities around the world, and 2023 Wrapped celebrates that.

  • Wrapped fan-favorites appear in a refreshed way users haven’t seen before:

    • Top 5 Genres story shows you how your top five music genres stacked up with a new sandwich-inspired design.

    • Top 5 Artists lets you see the month your listening peaked for each artist – painting a fuller picture of your entire year and all the moments that made it.

    • You will also get to hear from one of your top artists directly within your personalized Wrapped via Your Artist Messages. You can then visit the Wrapped feed for video messages from more than 40,000 artists including Taylor Swift, Burna Boy, Bad Bunny, SZA, Dolly Parton and more. See HERE for a video compilation of the artist’s messages.

  • Wrapped Feed: Right on your Spotify Home screen, the Wrapped feed is the one-stop shop for all things Wrapped, including the best of editorial playlists, merch from your top artists, concerts near you, and more.

  • Bringing AI DJ and Blend to the Wrapped experience: You’ll also see Wrapped come to life through some of our favorite product features like DJ and Blend.

    • Spotify’s AI DJ will guide listeners through their personalized Wrapped – serving up the music you loved this year and sharing commentary about some of your favorite artists, genres, songs and more. The experience will be available for the first week after Wrapped launches.

    • This year, you can invite your friends to create a Blend and tap the ‘2023 Wrapped Top Songs’ filter to combine all of your top songs from this year into one shared playlist. 2023 Wrapped Integrations

  • Wrapped on the Pitch with FC Barcelona: As a part of the continued partnership between Spotify and FC Barcelona, fans can find videos from some of their favorite players, including Robert Lewandowski, Alexia Putella and Pedri, guessing each other’s Wrapped. Additionally, 2023 Wrapped will be featured on the LED screens at upcoming matches for the men’s team December 3rd and the women’s team on December 10.

  • Wrapped themed integrations: Easily access Your Top Songs 2023 by asking Alexa, Google Assistant and Siri. You can also find Wrapped stickers on social platforms like WhatsApp and anywhere GIPHY Stickers are integrated.

Additionally, Spotify has also launched its Wrapped creator experience for podcasters and artists.  With access to their own individualized Wrapped microsite experience, creators can dive into all the ways in which their fans listened this year.


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NCC Affirms Commitment to Strengthen Visual Arts Sector

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The Nigerin Copyright Commission (NCC) has reiterated its commitment to strengthening the visual arts sector and guarantee adequate protection and reward system for creators and other stakeholders in the industry.

Dr. John O. Asein, Director-General NCC, stated this while receiving the Society of Nigerian Arts (SNA) Honourary Fellowship in Abuja on November 9, 2023.

Dr. Asein acknowledged the significant contribution of the sector to Nigerian history, culture and economic development.

Recounting some of the recent initiatives of the Commission, including the Women Empowering Women in Intellectual Property (We Win IP) programme, he called on visual art practitioners to familairise themselves with their rights under the new Copyrigh Act.

He also announced the Commission’s intention to visit tertiary institutions across the country to propagate copyright knowledge and sensitise them on safeguarding their rights.

The Director-General thanked the Executive Committee of SNA for the honour bestowed on him and other awardees, saying that it was a wake up call for him to devote more time to art as a hobby.

Speaking earlier, the SNA President, Mr. Mohammed Sulaiman noted that as the umbrella body for all Nigerian professional visual artists, art groups and business associations in the country, SNA will continue to uphold the highest standards of professionalism to promote the sector and its contributions to national development.

Mr. Sulaiman commended the laudable efforts of the NCC, particulalry under the leadership of Dr. Asein, stating that “SNA has never had it so good.” He thanked the Federal Government for the new Copyright Act and reassured the Commission that the Society will collaborate with it to ensure that the objectives, as far as the visual art sector is concerned, are met.

Awards were also presented to distinguished individuals and institutions, including: Prof. Bruce Onabrakpeya, MFR who was conferred with the Lord of the Arts Award; His HRH Alh. Aminu Ado Bayero, the Emir of Kano (Grand Patronship Award); Prof. Abba I. Tijani, Prof. Sunday Enesi Ododo and Dr. Simon Ikpakronyi (Distinguished Service Awards).

The youngest fellow, Master Kanyeyachukwu Tagbo-Okeke, received a special Award for his outstanding performance in the field of visual arts while the United States Embassy, the Embassies of the Republic of China and Spain also received Awards of Outstanding Cultural Diplomacy.


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Nollywood Targets to Generate $14.82B by 2025

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A report recently released by the Nigerian Entertainment Conference (NECLive) has revealed that the Nigerian entertainment industry is projected to reach an estimated $14.82 billion revenue in 2025, up from $4 billion revenue recorded in 2013.

The report, titled “Growth, Trends and Opportunity in Nigerian Creative and Entertainment Industry”, was written by NECLive, an entertainment research organisation.

According to NECLive founder, Ayeni Adekunle, the projections are based on the Africa Entertainment and Media Outlook 2023-2027, by PriceWaterhouseCoopers (PwC), a global expert in accounting and business reengineering.

“In 2012, the industry encountered formidable challenges, causing frustration and disillusionment.

“However, that very frustration became the catalyst for a transformative spark, giving birth to the visionary concept of NECLive. This audacious initiative aimed to unite the nation’s finest creative and industry minds, facilitating dynamic brainstorming sessions, fostering invaluable networking opportunities, and showcasing exceptional talent.

“In 2013, the realisation of this dream became a remarkable reality,” Mr Adekunle said.

He said that for the many aspiring actors and actresses who have come into Nollywood and made it big, the growing numbers in revenue stand as a testament to the sweat and work of the last 10 years.

Mr Adekunle also said that the industry has undergone a remarkable shift from struggling to sell music tapes and gain airplay on radio stations to a phase where artists, managers, producers, directors, and labels are thriving on established structures, leading to increased international recognition and acceptance.

According to him, this paradigm shift highlights that music is not merely an art but a substantial source of revenue and that the film and comedy sectors have become intricately linked, transitioning to online platforms to adapt to modern technologies, and fostering sectoral growth.

The report provided an in-depth analysis of the financial performance across various industry sectors over the past decade, spanning from the music industry to film, fashion, and comedy.

Projections indicate an impressive 16.5 per cent Compound Annual Growth Rate (CAGR) in revenue over the next five years. This growth is attributed to various factors, including the rising internet accessibility among mobile users, with an expected increase from 54 million to 78 million subscribers within the timeframe.

Additionally, the surge in streaming platforms and the integration of innovative technology like Generative AI are poised to drive double-digit revenue growth.

The report also delves into the growth, trends, and opportunities in the Nigerian creative and entertainment industry over the last decade and outlines its future expansion plans.

The film sector’s evolution from producing and distributing 1,800 films worth $5.1 billion in 2013 to 2,500 films valued at $6.4 billion currently has positioned Nigeria as the world’s second-largest film producer.

The entertainment industry has undergone a remarkable shift from struggling to sell music tapes and gain airplay on radio stations to a phase where artists, managers, producers, directors, and labels are thriving on established structures, leading to increased international recognition and acceptance.

The era of cassette tapes and DVDs, the group further said, “had given way to a thriving scene marked by sold-out global concerts and tours, international and local awards such as the Grammys, Billboard, BET, MTV Europe Music Awards, and AMVCA, exclusive movie premieres and cinema viewings, topping charts and grossing billions through extensive streaming on digital platforms like IrokoTV, ShowMax, Netflix, and Amazon Prime Video.

“The entertainment industry boasts an impressive track record of milestones, projecting its superstars, projects, and creative works onto the global stage”.

The report stated that “For the many aspiring actors and actresses who have come into Nollywood and made it big, the growing numbers in revenue stands as a testament to the sweat and work put in place within the last ten years and beyond.

“The sector has moved from the production and distribution of 1,800 films worth $5.1 billion in 2013 to 2,500 films worth $6.4 billion and counting. This makes Nigeria the 2nd largest film producer in the world.”

“Amid progress, it’s essential to acknowledge the challenges that once plagued the entertainment industry, such as high cases of piracy, which crippled profitability, and limited funding that hampered creativity as well as lack of international exposure.

“However, today’s landscape, shaped by the internet, streaming platforms like IrokoTV, Billboard, Netflix, and social media giants like Instagram, Twitter, TikTok, Youtube, Facebook, and Snapchat, along with forums like the Nigerian Entertainment Conference (NECLive), which has for the past decade served as gathering for the industry giants, facilitated dialogues, provided solutions, and steered transformative changes within the industry,” the report stated.


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