Nigerians listening to more music than any other country – IFPI report

The study, the largest of its kind, is based on research conducted with more than 44 000 music fans across 22 countries and demonstrates the growing power of local genres, notably the continuing popularity of the West Africa-led Afrobeats sound.

Nigerian pop, Nigerian hip hop/rap as well as Afrobeat and Afrobeats ranked among the top 10 genres globally. And while Nigerians were found to listen to a diverse range of music genres, Afrobeats, gospel and Nigerian hip hop and rap constituted the most popular genres in the country.

The report found out that Nigerian music fans are listening to more music than any other country in IFPI’s global study, spending an average of 30.4 hours listening to music weekly.

Another highlight from the study is the fact that music was integral to supporting both mental health and physical activity, with 82% of Nigerian respondents saying music is important to their mental health while 87% agree that music is important when they exercise.

About 67% of time spent on short-form video apps in Nigeria was on music-focused videos, corroborating the notion that music is central to people’s engagement with short-form video apps.

Again, despite the growing popularity of DSPs in the country, unauthorised access to unlicensed music is a major threat to the local music ecosystem, with 88% of respondents admitting to the use of illegitimate methods to listen to or download music.

Overall, the study found music to be a source of national pride in Nigeria, with 87% of respondents expressing satisfaction when a musician from the country cracks global success.

“This year’s Engaging with Music report paints a fascinating picture of how fans around the globe listen and engage with music today,” IFPI chief executive Frances Moore said. “Working with artists to bring them their greatest creative and commercial success, record companies are harnessing new technologies  –  including in-gaming and health and fitness apps  –  to make it possible for music fans to connect with their favourite artists and tracks in even more ways.

“However, there remains work to be done to ensure that those seeking to profit from unlicensed and unauthorised music can’t threaten the vibrancy of a music ecosystem that is essential to artists and fans. Engaging with Music 2022 serves as a healthy and celebratory reminder of the true global importance and value of music  – and the need to protect and support it.”

IFPI’s regional director for sub-Saharan Africa, Angela Ndambuki, added: “Engaging with Music 2022 shows just how vibrant and exciting the Nigerian music scene is, with Nigerian music fans listening to more music than any other country in the study. However, it also reminds us that we must remain diligent in ensuring that the music industry within Nigeria grows sustainably and that we continue to support those who are investing in local music and artists in their work to build a healthy music ecosystem in the country.”