Spotify, the world’s leading music and podcast streaming platform, has partnered with Orange, one of the largest mobile operators in Africa, to offer millions of African music fans access to Spotify via the Orange platform.
The partnership was announced by Jocelyne Muhutu-Remy, Spotify Managing Director, Sub-Saharan Africa, with the first launches in the Democratic Republic of Congo, Madagascar, Mali, and Guinea, and more markets to follow in the future.
Orange mobile users will enjoy music and podcasts on Spotify with free data.
“This is about serving consumers, digital inclusion, and easier access to the same services enjoyed by hundreds of millions around the world,” Jocelyne said on her LinkedIn page.
“It is also about the expansion of culture: collaborations like these enable us to deepen our work with local talent in more countries, elevate a diverse array of musical genres and traditions, and facilitate the discovery and circulation of African self-expression within Africa and globally.”
Spotify, which has over 365 million users globally, entered the African market in February 2021, with launches in 40 countries.
The platform offers a diverse and rich catalogue of over 70 million songs and 2.9 million podcasts, as well as curated playlists and personalized recommendations.
Spotify also features local and regional content from African artists and creators, such as Burna Boy, Diamond Platnumz, Sauti Sol, and more.
Orange, which has over 130 million customers in Africa, is committed to providing innovative and affordable digital services to its users, as well as supporting the development of the local music industry.
The partnership with Spotify will enable Orange to offer its customers a premium music and podcast experience, as well as access to exclusive benefits and offers.
Orange customers will be able to subscribe to Spotify through the Orange platform, using their mobile credit or Orange Money account, and enjoy free data for streaming on Spotify.
Music streaming in Africa
According to the “Entertainment & Media Outlook 2020-2024: An African Perspective” report by PwC, music streaming revenue in Africa is expected to reach $822 million by 2024, growing at a compound annual growth rate (CAGR) of 12.9%.
The report also estimates that there will be 56.3 million music streaming users in Africa by 2024, up from 35.4 million in 2019.
Some of the factors that are driving the growth in Africa are:
- The increasing penetration of smartphones and mobile internet, which enable users to access streaming platforms on their devices,
- The rising popularity of local and regional music genres, such as Afrobeats, Afro-pop, and Bongo Flava, attracts more listeners and subscribers to platforms.
- The emergence of new and innovative music streaming platforms, such as Boomplay, Audiomack, and Mdundo, caters to the specific needs and preferences of African music fans, such as offering offline listening, local content, and affordable pricing.
Some of the challenges that music streaming in Africa faces are:
- The high cost and low quality of internet connectivity limit the access to and experience of music streaming for many users.
- The lack of adequate and transparent regulation and licensing of music rights creates legal and financial uncertainties and disputes for music streaming platforms and artists.
- The low level of awareness and adoption of music streaming among some segments of the population, especially in rural areas, requires more education and promotion of the benefits and features of music streaming.
- The competition and piracy from other sources of music consumption, such as radio, CDs, and illegal downloads, reduce the revenue and market share of streaming platforms.