Spotify Nigeria Market Share [October 2023]: NATIVE Steps Up While EMPIRE Keeps Pace

As promised, every month, we’ll do this thing where [you and I] examine consumption trends across relevant streaming platforms and highlight the music companies spearheading the most successful releases per month, per quarter, per year.

Check out last month’s if you missed it: Empire and Spaceship Entertainment Drive 32% of Nigerian Streams on Spotify in September

Going over Nigerian Spotify streams for October reveals an impressive contribution of about 115 million streams across more than 250 songs, a 7.9% month-on-month growth. This translates to an average of 28.9 million streams per week and 3.8 million streams each day. While I don’t have historical data to compare the growth rate of these figures over time, I think this is commendable, given my findings across other emerging markets.

Amongst the plethora of old and new releases, the three records that stood out most in popularity among Nigerians in October are Blood On The Dance Floor by OdumoduBlvck, Bloody Civilian & Wale. It claimed the top spot with 2,151,222 streams; beating City Boys by Burna Boy which comes in a close second with 2,109,128 streams. Asake’s Lonely At The Top will drop to third position with 1,804,563 streams across Nigeria.

The most important takeaway remains Nigerians’ unwavering enthusiasm towards their homegrown music.

Top 20 Market Share Snapshot

NATIVE Records seized the top position within the coveted Top 20 songs streamed by Nigerians on Spotify in October. With an outstanding appearance of four tracks totaling 5,584,174 streams, NATIVE snags an impressive 20.5% market share. This feat was notably fueled by the release of OdumoduBlvck’s album, Eziokwu.

Meanwhile, EMPIRE slipped to second place, with four tracks totaling 5,357,928 streams, at 19.7% market share. This position is aided by the release of BNXN’s new album, Sincerely Benson alongside Asake’s Lonely At The Top and Basquiat.

Dvpper comfortably sits at the No.3 position with four tracks, thanks to successful releases from artists like Shallipopi and Zerrydl. Dvpper achieved a noteworthy 4,947,549 streams, at 18.2% market share.

Top 50 Market Share Snapshot

In the Top 50, EMPIRE retains top position, racking in 10,932,947 streams across ten tracks split between Asake, BNXN, and Olamide. This culminates in a 20.4% market share of Spotify streams from Nigeria.

NATIVE Records, however, keeps pace at second position with 10,045,427 streams across nine tracks solely from OdumoduBlvck, marking some 18.7% in market share in October.

Spaceship Entertainment snags a spot at third place with six tracks all from Burna Boy totaling 6,664,354 streams. This will represent some 12.4% market share of Spotify streams from Nigeria.

Zooming in on what and who was streamed, these are the songs Nigerians couldn't get enough of the most in October!

1. OdumoduBlvck, Bloody Civilian, Wale - Blood On The Dance Floor (2,151,222 streams)

2. Burna Boy - City Boys (2,109,128 streams)

3. Asake - Lonely At The Top (1,804,563 streams)

4. Mohbad - Ask About Me (1,762,251 streams)

5. Crayon, Ayra Starr - Ngozi (1,593,634 streams)

6. Zerrydl - Puff & Pass (1,386,072 streams)

7. Shallipopi - Oscroh [Pepperline] (1,320,360 streams)

8. Mohbad - Peace (1,248,731 streams)

9. BNXN - Pidgin & English (1,245,339 streams)

10. Mohbad, Bella Shmurda - PARIWO (1,232,193 streams)

For ease of comparison or personal analyses, here’s a screenshot of September’s and the direct link:

PS: If you’re wondering how far I go into this data, the photo below should give you an idea how I go over 250 songs to reach the above conclusions. So, you’re safe taking this discourse anywhere. While I’d love to release the full thing publicly every time, they’re mostly reserved for confidential purposes, so I’m not promising but again, you can always take the above analyses to the bank.

Thank me now…or later?

We should look into South Africa next…and Egypt…or Morocco maybe? Tell me if you’d like to tag along! 🤗

Read South Africa’s here:

Excerpt: Despite a three-year head start, South Africa contributed 86 million streams on Spotify across more than 270 songs, compared to Nigeria’s 115 million streams across over 250 songs.