Music streaming has brought a complete change to Nigerian music listening habits. The entire process happened quickly which led to major changes throughout the entire process. The combination of smartphone growth with affordable data plans and international streaming service entry into the market caused this change. The IFPI reports indicate Nigeria has established itself as a leading streaming market which demonstrates rapid growth throughout the entire African region.
The digital lifestyle of people includes streaming as a natural part of their entertainment activities. The online world serves as an essential resource for Nigerian youth because they access digital platforms to fulfill their requirements. People use their mobile devices to access entertainment services as well as perform banking operations, shop online and even conduct forex trading. Music streaming services joined the digital entertainment space which already included other forms of content.
The statistics show that music listening patterns have undergone a complete transformation. The 2023 Global Music Report from IFPI shows that streaming services now produce more than 67% of total worldwide recorded music revenue. The streaming industry experienced its highest growth rate throughout the world in African markets. The streaming market expands through Nigeria which functions as its main growth hub. The NCC reports that Nigeria has more than 122 million internet users according to 2024 data.
Most Nigerian internet users access the web through their mobile devices. The combination of fast speed and familiar interface makes streaming accessible to users.
Major streaming services brought music streaming platforms to the Nigerian market which led to fast growth in their user base. Spotify launched its services in Nigeria during 2021. Apple Music launched its services across Nigeria through 2020 until 2024. The music streaming services Boomplay and Audiomack and YouTube Music established themselves as major platforms before and after this time period. Audiomack announced that its African user base reached more than 10 million monthly users with Nigeria being one of its most popular markets. Boomplay achieved 100 million monthly active users across Africa during 2023 while Nigeria became one of its primary operating areas.
Digital music streaming platforms revolutionized distribution systems which enabled artists to establish direct connections with their fan base. Artists who operate from Nigeria distribute their music content directly to digital service providers (DSPs) for distribution. Artists monitor their streaming performance in real-time. Artists gain worldwide recognition through purposeful playlist selection which enables their music to reach listeners from all corners of the globe. The development brought the most substantial benefits to Afrobeats. Rema achieved worldwide streaming success with his song “Calm Down” during 2023. Burna Boy and Tems and Ayra Starr and Asake achieved success on music charts throughout the United States and United Kingdom and European territories. The streaming numbers from these platforms produced most of the successful results.
People who listen to music now use different methods to experience their favorite songs. Users can download songs offline which enables them to access music without needing to stream it again. TikTok serves as a social platform which determines which songs will achieve popularity status. Social media platforms experience rising streaming activity because users share viral content through their platforms. Short songs achieve success through their simple structure which allows for easy repetition. Young people in Nigeria today listen to music through short video clips and playlist suggestions instead of using radio broadcasts.
The music industry experienced fundamental changes which led to complete transformations of its business operations. Artists earn minimal royalty payments whenever their music tracks play on the radio. The current music industry shows that Nigerian artists earn more money through foreign fan support than they do from their home-based audience. Foreign streaming services brought improved payment systems which surpassed the current payment options available in the local market. The platform dashboard provides artists with full access to complete analytics data. Artists can access listener demographics through the platform which shows them which cities generate the most song plays and which playlists produce the highest traffic to their content. The new system enables artists to track their work through channels which were unavailable during the CD distribution period.
The digital music streaming service has successfully decreased music piracy rates. The Nigerian music industry fought against piracy throughout twenty years until digital platforms entered the market. The music distribution network operated through pirated CD sales and Bluetooth file sharing until digital platforms became available. The streaming service provided fans with affordable access to a broad music library which eliminated their need to download music illegally. The transition brought down illegal download usage but piracy continues to exist.
Mobile network operators backed streaming services from their initial launch until their full development completion. The four major mobile network operators MTN Globacom Airtel and 9mobile introduced affordable data plans to their customers between 2020 and 2024. The Alliance for Affordable Internet documented that mobile broadband prices in Nigeria decreased substantially during this time period. The reduction in data costs made streaming services accessible to new subscribers.
The Nigerian music streaming market developed through its work on local content curation which led to market expansion. The main factors that influenced Nigerian music listening habits were the music streaming playlists “Hot Hits Naija” and “African Heat” and “New Music Friday Nigeria” and Boomplay’s regional charts. The platform displayed music from artists who were not officially recognized through its chosen playlists to new listeners. Multiple artists built their entire careers after achieving success through these platforms.
The streaming service lets Nigerians who live outside the country access Nigerian music content that they can only find in their home country. The diaspora population became the main driving force which spread Afrobeats music throughout the world. The diaspora population streams Nigerian music content through their devices every day from their locations across the United States and United Kingdom and Canada and Europe. The International Federation of the Phonographic Industry (IFPI) reported that African music streaming activities reached non-African markets at an increasing rate beginning in 2018. The artists gained access to international festivals through their worldwide fan base which also allowed them to collaborate with artists from various countries.
The market continues to expand but fresh obstacles have emerged to affect its development. The internet speed performance differs between different geographic areas. People who live in rural areas do not have access to internet connectivity. Most streaming platforms offer their users payment rates that remain at a low level. Nigerian artists need to perform live shows and secure brand partnerships and sell merchandise to generate most of their income. The streaming platform enables artists to reach audiences across the globe which was impossible during the CD era.
The Nigerian music listening patterns will experience ongoing development. The number of smartphone users in the market keeps growing. The costs needed to extract data have decreased in price throughout history. More international music streaming services have entered the Nigerian market. The DSPs support African market growth through their artist development programs and educational initiatives. The market conditions which will support future business expansion already exist.
The music industry underwent a complete transformation which affected all aspects of its business operations. The music discovery process for Nigerians has changed while artists build their careers through new methods which enables their songs to connect with listeners across the globe. The global music industry has officially recognized Afrobeats as its dominant musical genre. Users can access their preferred songs through music streaming technology which provides instant access from anywhere at any time. The global music industry now chooses Nigerian music as its leading selection because of its dominant playlist position.
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