First, the support I've since received has been just as overwhelming as it was before I took my break and I’m thankful to you for that. The time away gave me a chance to reflect and rediscover my passion & contribution to the music business, as well as the direction for The Jollof Diary. It's one ride I can’t wait to take you on.

Last month, I dissected Luminate's report about Burna Boy, Tems, and Wizkid collectively accounting for 25% of Afrobeats streams in the US. Looking ahead, I've taken on a new initiative to track the consumption habits of Nigerians on streaming platforms where data is somewhat accessible. I believe this will help us gain relevant insights into how we stream music and identify the key players who are snagging market share locally. 

I strongly believe that Nigeria is an important emerging market that has attracted significant foreign investment, and it would be fascinating to observe its behaviour and growth. I’ve been fervent about music data analysis for some time now and I can tell you for sure that tracking the monthly consumption of listeners - from a collective/third-party standpoint - is not as straightforward. These platforms don’t readily provide this information, so I’d gather available data, crunch and analyze it in a way that makes sense. 

This exercise hasn’t only allowed me deliver actionable insights to the companies and clients that I’ve worked with, but it has charged me to take Excel more seriously.

Have a look for yourself. It’s such an exciting exercise of discovery and skill-building. Ha! 😅

Now, to the business of the day, how did Nigerians stream music on Spotify last month?

In September 2023, Nigerian users on Spotify collectively contributed a minimum of 106.5 million streams. On average, this equates to around 26.6 million streams per week and approximately 3.8 million streams per day.

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

• Burna Boy - City Boys (2,502,695 streams)
• Asake - Lonely At The Top (2,138,407 streams)
• Mohbad - Ask About Me (1,827,208 streams)
• Crayon, Ayra Starr - Ngozi (1,629,345 streams)
• Mohbad - Peace (1,433,415 streams)
• Burna Boy, Seyi Vibez - Giza (1,405,149 streams)
• Asake - Basquiat (1,265,674 streams)
• Omah Lay - Reason (1,244,395 streams)
• Burna Boy - Cheat On Me (1,232,693 streams)
• Burna Boy - Big 7 (1,174,463 streams)

Burna Boy takes a solid lead with a total of 4 of the 10 most streamed songs in September. Asake and Mohbad also score big with 2 songs each, while Crayon & Ayra Starr's Ngozi stakes its claim. It's evident how Nigerian listeners have a huge preference for local content, as they pump out nearly 4 million streams daily.

Among music companies, EMPIRE, through its affiliated acts dominates (Asake, BNXN), and accounts for 18.9% (20.1M) Spotify streams by Nigerians. Following closely behind is Spaceship Entertainment (Burna Boy) with 13.4% (14.3M) of the streams contributed by Nigerians in September.

Bit by bit, I'll do this for every platform as soon as I can gather snippets of data to kickstart my analysis. It'll be interesting to examine how the streaming behaviors compare to one another.

As always, don’t hesitate to write me back with your thoughts or if you have any ideas that can help this analysis.

Youtube next!