“Spotify provides a global platform for these creators to share their music and podcasts with the world. “Hand-in-hand with this is the fact that our local content catalogue, for both SA and the continent as a whole, has grown exponentially, giving South Africans greater access to the artists they love. Jocelyne Muhutu-Remy, Spotify MD for Sub-Saharan Africa.Īnother growth contributor, she points out, is the personalisation aspects of the Spotify app’s algorithm, which allows users to discover new artists that are in line with their tastes. SA has a young population, and as the internet has become more affordable and easier to access, this market has become increasingly active online, seeking out products like Spotify, she adds. People find features they love and want to talk about them.” Part of this is marketing, but a lot of it is through sharing and word of mouth. “Secondly, people are more aware of streaming in general and the Spotify brand in particular. “Internet access in SA has improved greatly over the past five years, which has also come in combination with lower data costs, more availability of devices and free internet access in public spaces.
SA has seen more than 10% growth in the number of internet users from the pre-pandemic period to the winding down of the lockdowns, to an estimated 40.8 million internet users, according to the SA Social Media Landscape 2022. Jocelyne Muhutu-Remy, Spotify MD for Sub-Saharan Africa, tells ITWeb that SA’s booming internet penetration over the years has immensely boosted Spotify’s local user growth. It uses a freemium revenue model that offers a free limited, ad-supported streaming service, as well as an unlimited premium service for a subscription fee. Spotify is an audio marketplace for musicians and content creators. Over the years, it has listed over one million local tracks, with more South African artists joining each month, to become part of a global cohort of over 10 million creators. The audio streaming app, launched locally in March 2018, says South Africans have listened to over 24.5 billion hours of music and podcasts on the platform since inception. South Africa’s growing internet access and mobile penetration have contributed to the increase in Spotify’s local user numbers.
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