IFPI report: Nigerians spend 31 hours per week consuming music

The new report, based on the responses of more than 43 000 people across 26 countries, builds upon last year’s findings, in which Nigerian music consumers were identified as the most ardent listeners globally, spending an average of 30.4 hours per week.

The report reveals Afrobeats, gospel, pop, R&B and amapiano among the top 10 biggest music genres in the country, with Afrobeats as the most dominant, capturing the hearts of 64% of music enthusiasts. Fans of the genre also demonstrate a commitment to legal music consumption, with 94% actively engaging with licensed audio streaming services. Moreover, Afrobeats enthusiasts emphasise the importance of human creativity in the face of the rising popularity of artificial intelligence (AI) tools, with 87% recognising its essential role in the creation of the genre.

The document highlights a positive trend in Nigeria’s music consumption habits, with 93% of respondents opting for licensed audio streaming services.

Months ago, Spotify announced that the revenues generated by Nigerian artists on its platform had reached ₦11bn (about $14m) in 2022. Revenue generated exclusively from Nigerian artists on the platform, including ‘Calm Down’ star Rema, the most globally exported African artist, experienced a 74% increase, while the number of Nigerian artists earning over ₦5 million in royalties from Spotify witnessed a growth of almost 25%. IFPI figures also show a 63% growth in the overall revenues of the Nigerian music industry from 2021 to 2022.

Another key revelation from the report is the impact of music on the mental health of Nigerians, as 86% of respondents agree that music plays a crucial role in supporting their mental well-being.

Meanwhile, in South Africa, the dance genre amapiano’s popularity is mirrored in the streaming habits of South African respondents, with 76% opting for licensed audio streaming services. Some 74% of amapiano enthusiasts also agree that music is crucial to their mental health, emphasising the genre’s impact beyond entertainment.

Globally, the audio streaming market, especially subscription services, is experiencing growth, with 73% using licensed audio streaming services and a 7% increase in time spent on subscription audio streaming services. Pop maintains its status as the most leading genre, amidst an array of over 700 identified genres by music enthusiasts. On average, fans explore more than eight different music genres, while music is widely cited as a powerful force for mental health and well-being, with 71% acknowledging its importance, and 78% recognising its role in relaxation and stress coping.

However, the prevalence of unlicensed music remains a significant issue, with 29% admitting to using unauthorised or illegal methods to access their favourite songs.

“Music is incredibly important to people’s lives. Engaging with Music shows how fans are seizing the opportunities to listen to more music in more ways than they have ever done before,” IFPI chief executive Frances Moore said. “However, the use of unlicensed music remains a significant issue for the music community, especially as technologies continue to evolve. We need to continue to do everything in our power to support and protect the value of music.”

Access the full Engaging With Music 2023 report here.