Music streaming service Mdundo has announced a 22 percent growth in its user base in the last quarter of 2021.
The development means that the Kenyan music service platform recorded 20 million users at the end of Q4 2021, up from 16.3 million in Q3, driven by strong demand for an easy-to-use music service alongside aggressive expansion into new territories in Africa.
Mdundo’s growth has also been associated with sustained growth to strong partnerships with telecommunications firms and leading consumer brands such as MTN Nigeria, Vodacom Tanzania, Guinness, Standard Chartered Bank, and Safaricom that has seen the service increase its audience in the mass, mid-income market, especially among the 18-24 age bracket.
The company adds that its notable growth was seen in Tanzania, Nigeria, and Kenya powered by the rising popularity of the platform, especially among young people.
Specifically, the total Q4 unique users in the three markets now stand at 12.1 million; Tanzania (3.7 million), Kenya (4 million), and Nigeria (4.4 million).
Other big markets for Mdundo include Uganda (1.8 million) and Ghana (1.6 million). Mdundo currently boasts over 13.3 million users monthly across the continent.
Mdundo has been in the market longer than other global services such as Spotify and Apple Music, having launched back in 2013. It works with over 100,000 artists from across the continent as well as some of the top recording labels globally. It also champions legal consumption of music and has been instrumental in eradicating illegal music downloads on online platforms.
It has also since listed its shares on the Nasdaq First North Growth Market Denmark in September 2020 raising $6.4 million to fund expansion across Africa.
“We have noted increased demand for music served online mainly among the youthful consumer segment, an audience that is actively looking for new products and solutions to support their lifestyle,” says Rachel Karanu, Head of Brand Partnerships at Mdundo.