African digital music platform Mdundo says its platform recorded 16.4 Million unique users for the quarter ending September 2021, a 10 per cent growth, from the previous quarter.
The platform attributes this to a significant increase in Tanzania, Kenya and South Africa.
Tanzania had the platform’s biggest user base in the quarter, recording 4.1 Million unique users, with Nigeria and Kenya recording 3.1 Million and 2.6 Million users respectively.
In Kenya, Mdundo grew by 13 per cent to 2.6 Million unique users contributing 15 per cent of the platform’s total audience in the period.
“The rapid growth across the region further establishes our platform as a strong consumer touchpoint for our advertising clients at Mdundo For Brands,” Mdundo Head of Brand Partnerships Africa, Rachel Karanu said.
The brand projects are centered around the newly launched Mdundo Brand Lift Tool. Through the brand lift tool, Mdundo is able to measure campaign performance in real-time, giving valuable insights to marketers on the impact their campaigns have on brand awareness, consideration, favourability and purchase intent.
Mdundo became one of the leading streaming music services in Africa after its release in Kenya in 2013. The music platform has one of the largest catalogs of independent African artists, who can easily upload their songs to Mdundo’s platform, manage their catalog and commercialize their music themselves.