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South Africa Leads Sub-Saharan Africa in Music Streaming Boom

Published March 31, 2024
1 months ago

South Africa's paid music streaming scene experienced a significant upsurge in 2023, as outlined by the International Federation of the Phonographic Industry's (IFPI) annual Global Music Report. The region's revenues rocketed to 24.7%, outpacing the global growth rate and marking the second consecutive year of leading expansion in the Sub-Saharan African (SSA) region. This boom was underpinned by a remarkable 24.5% rise in streaming revenue.

South Africa, the largest contributor within the region, accounted for a lion's share of 77% in the SSA's total earnings, witnessing an impressive 19.9% growth in music revenue alone. As South African music continually gains global traction, local artists are also making waves on the international stage, with accolades such as Grammy Awards to their names.

The revolutionizing impact of local genres like Amapiano is evident, with DJ Black Coffee's historic Grammy win in 2022 and the recent global recognition of South African talent like Wouter Kellerman, Zakes Bantwini, and Tyla further solidifying the nation's global music engagement.

The streaming sensation "Water" by Tyla is a testament to the nation's digital music expansion, boasting half a billion Spotify streams and inclusion in 10 million playlists. Her accolade for Best African Music Performance at the Grammys demonstrates the potency and reach of South African music.

Industry giants like Warner Music International and Sony Music Africa acknowledge the potential of African artists and genres, ethusiastically responding to the continent's bourgeoning position in the global music market.

In response to growing demand, a selection of six major streaming services is available to South African consumers, offering extensive music libraries of over 100 million songs and catering to varied user preferences. Subscription plans are competitively priced, starting from R59.99 monthly for regular subscribers, with discounted rates for students and shared family plans.

Regardless of the financial model chosen, the surging adoption rates represent a paradigm shift in how South Africans access and engage with music. The landscape today is ripe with possibility, offering a fidelity of choice and connectivity that promises continued growth and enrichment of the country’s cultural exports.

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