Africa’s music industry is undergoing a transformation driven by innovation, global interest, and the rise of local talent. In a panel hosted by Tuned Global, experts from across the sector gathered to discuss the opportunities and challenges shaping the continent’s music streaming landscape. Speakers are from Tuned Global, Warner Music Group, Ayoba (MTN), Sewasew Multimedia, and African Music Summit. Together, they offered deep insights into the forces reshaping how African audiences access and enjoy music.
Africa’s Streaming Boom: A Market on the Rise
Mark Latilla from Warner Music Group opened the discussion with a compelling breakdown of Africa’s streaming boom. Sub-Saharan Africa’s streaming revenue jumped by 24.7% in 2023, building on an even stronger 36.1% growth the previous year. South Africa still leads the way, generating 77% of the region’s revenue, but Nigeria is quickly catching up, recording a massive 44% growth rate last year. Latilla also noted the growing influence of platforms like YouTube, TikTok, and Facebook, which together account for more than 60% of digital music consumption in the region.
Watch the panel or scroll to read our takeaways
Tackling Economic and Technological Barriers
Gillian Ezra (ayoba) shed light on the financial hurdles that continue to limit access to subscription-based streaming across Africa. With many people lacking access to banking systems, traditional payment methods remain out of reach for a significant portion of the population. Ezra also addressed the difficulties platforms face in securing licensing deals, with the absence of a unified licensing structure creating additional roadblocks. On top of this, many local artists struggle to digitise their music catalogues, limiting their ability to reach global audiences.
Abraham Fikru offered a closer look at Ethiopia’s unique challenges. As the founder of Sewasew Multimedia, Fikru has firsthand experience navigating an environment lacking established collective management organisations (CMOs) and proper digital rights frameworks. His platform developed its own payment systems and focused on educating artists about digital rights. By offering upfront payments and transparent royalty systems, Sewasew earned the trust of Ethiopia’s music community and quickly grew its user base to nearly one million.
The Role of Telcos: Driving Access to Digital Music
Telcos are playing a pivotal role in Africa’s streaming ecosystem. Ezra explained how partnerships with telecom providers allow streaming services to integrate billing directly through mobile airtime credits. This is essential in markets where credit card usage remains low. Bundled data packages also help make streaming more affordable and accessible, particularly in low-income communities.
Ad-supported models offer another monetisation avenue. Platforms like Boomplay have introduced rewarded advertising systems, where users gain premium content access in exchange for watching ads. This approach balances profitability with inclusivity, making streaming accessible to those who can’t afford subscriptions.
Spotlight on Local Content
Virginie Chelles from Tuned Global emphasised the importance of supporting African artists by promoting local content. Platforms like Jumamo in Nigeria and Sewasew Multimedia in Ethiopia have become champions of indigenous music, creating a balance between international hits and local creativity. Chancel also highlighted Tuned Global’s efforts to address data and connectivity challenges by developing Progressive Web Apps (PWAs) that allow offline streaming for users with limited internet access.
Innovation: Africa’s Secret Weapon
Fikru discussed the need for innovation tailored to Africa’s unique circumstances, especially in areas like rights management, payment integration, and data analytics. His partnerships with local banks and telcos highlight the importance of customising technological solutions to national markets. Chancel echoed these thoughts, stressing the need for African tech startups to address gaps in metadata management and digital cataloguing—spaces where international solutions often fall short.
Technology as an Enabler of Growth
Technology remains at the heart of Africa's music revolution. From cloud-based content management systems to sophisticated analytics, platforms like Tuned Global are providing the infrastructure necessary for African streaming services to thrive.
Chance discussed the importance of adapting technology to local conditions, such as ensuring compatibility with low-end smartphones and providing offline access due to high data costs in many African countries. Progressive web apps (PWAs) are emerging as a solution, allowing users to access services without needing to download a full app.
Bridging Technology and the Creative Sector
iKECHUKWU (Black Pharaoh) Onuorah brought attention to a major disconnect: the gap between Africa’s booming tech industry and its creative sectors. While technology has transformed industries like finance and healthcare, similar progress has yet to take hold in entertainment. Onuorah believes collaboration between tech startups and music platforms could unleash new revenue streams, create jobs, and position Africa as a major player on the global music stage.
What's next for African Music Streaming?
The panellists agreed that several hurdles must be overcome for the industry to sustain its growth—particularly around data costs, digital rights management, and device accessibility. Latilla pointed out that reducing data costs will be critical to expanding streaming access in rural and low-income areas. Ezra and Fikru both stressed the importance of educating artists on their rights to help them maximise their revenue potential in the digital era.
How Stakeholders Can Support Growth?
- Localised Business Models: Customize services and strategies to reflect the distinct cultural, economic, and linguistic needs of each market.
- Invest in Local Infrastructure: Support local initiatives around payments, licensing, and digital rights management.
- Expand Telco Partnerships: Leverage mobile billing and data bundling to improve affordability and access.
- Ad-Supported Revenue Streams: Develop inclusive monetisation models to serve users across income brackets.
- Technology-First Solutions: Foster collaboration between tech innovators and the entertainment industry to fill infrastructure gaps.
Are you ready to be part of Africa’s music revolution? Contact Tuned Global today to explore innovative solutions that connect artists with audiences and drive music streaming forward.
