Tag: Streaming

MTN, Netflix, Leadway top Q2 ’23 media investigation across Telecoms, streaming, insurance sectors

As it continues to develop, the media industry in Nigeria is witnessing fast expansion while simultaneously encountering intense levels of competition. A renowned media intelligence firm known as P+ Measurement Services conducted an investigation into the best media performers in the Nigerian subscription-based streaming services, telecoms, and insurance industries during the second quarter of the year 2023.

Read also: Nigerian telecoms company Airtel launches 5G mobile network

How the analysis gives a thorough perspective of each industry

This analysis attempts to present a thorough perspective of each industry’s media share by taking into consideration the developments in subscription-based streaming services, the expansion of the telecommunications sector, and the continuous performance of the insurance sector.

Over 1.3 million online publications in the local and global media space are monitored as part of the media analysis.

These publications include blogs, news sites, forums, and digital media. Additionally, approximately 1,380 print publications (including daily, weekly, and monthly publications) are tracked and monitored as part of the media analysis. Various meta-data are extracted from these publications.

Netflix Nigeria emerged as the top performer out of the five brands that were monitored in the Nigerian subscription-based streaming business. They captured a significant media share of 47%, followed by Amazon Prime Video and Showmax Nigeria with 29% and 24% respectively.

In the field of telecommunications in Nigeria, there was a highly competitive landscape with a number of important competitors.

The two brands that performed the best in the media out of the five that were monitored were MTN Nigeria and Airtel. Both of these brands captured thirty percent of the total media share, which earned them the top spot. Globacom was able to secure 25%, while 9Mobile only managed 15%.

Five insurance companies stood out as top media performers among the 10 biggest insurance brands that were watched. Leadway Assurance maintained its position as the top performer in Q2, capturing 39% of the media share.

AIICO Insurance finished in second place with 19% of the vote, AXA Mansard Insurance came in third place with 18% of the vote, NEM Insurance came in fourth place with 15% of the vote, and Mutual Benefits Assurance received 9% of the vote.

Female developers rising as push for STEM courses get attention

Analysis of the most important reputational drivers in the second quarter of 2023

Notable media drivers in the subscription-based streaming services sector in Nigeria during the second quarter included Netflix Nigeria’s novel technique of recreating folktales alongside African filmmakers in order to transform them into dark fantasy dramas. With Jade Osiberu’s ‘Gangs of Lagos’ hitting a new record, Amazon Prime Video was able to accomplish a major company goal and reach a significant new milestone.

In addition, Showmax Nigeria teamed with Upbeat to throw a unique screening party for children on Children’s Day. At the event, the kids got to hang out with Jay Jay Okocha, who was one of the stars of the movie.

During the time period in question, the Nigerian telecommunications industry was witness to a number of key PR drivers. MTN Nigeria’s success in obtaining approval from the Nigerian Communications Commission to lease NTEL’s spectrum was an important development that had a significant impact on the industry. This was a noteworthy event. The hiring of Carl Cruz as MD/CEO of Airtel Nigeria brought about a rise in the company’s brand recognition as well as an improvement in its reputation. In a similar vein, Globacom’s Chief Executive Officer Mike Adenuga celebrated his 70th birthday, which brought the company’s attention and coverage from the media.

In addition, 9Mobile made news after announcing a significant N70 billion investment in network upgrades, which drove the company’s presence and impact in the market.

A substantial amount of attention was gathered by the accomplishment of a ground-breaking milestone by Leadway Assurance. Leadway Assurance was the first insurer in the insurance business to achieve N100 billion in premium income. The remarkable demonstration of Corporate Social Responsibility that was put on show by AIICO Insurance was the company’s decision to invest in the healthcare business.

The first three months of the year saw impressive growth in revenue of 13% for AXA Mansard Insurance, which contributed to an elevated degree of media engagement for the brand. During the fiscal year ending in 2022, NEM Insurance paid out a sizeable amount totalling N12.3 billion in claims. This action was taken to emphasise the company’s dedication to its policyholders.

In addition to this, Mutual Benefits Assurance was present for the launch of Dr. Akin Ogunbiyi’s book, where he shared with the younger generation the necessity of leaving a good first impression and provided helpful insights.

July 24, 2023
Flutterwave, Audiomack partner on monetisation opportunities for African artists

Flutterwave, Africa’s top payments technology firm, has announced its strategic alliance with Audiomack, the unlimited music-streaming and discovery platform.

Following the signing of this agreement, Audiomack will be able to provide premium music experiences and unlock new features for its users and artists in exchange for a fee.

As Audiomack enters its next phase of expansion across Africa, the relationship with Flutterwave provides its users with simple and secure money processing possibilities.

This agreement will allow Audiomack to offer more payment options, such as bank transfers, local cards, and mobile money, that are unique to African users, making the platform more accessible across the continent.

Audiomack has a strong presence in nearly all 54 African countries. The streaming platform has emerged as the go-to platform for artists, tastemakers, labels, and fans looking to discover and share music from varied African cultures.

The streaming platform has been devoted to assisting the African music scene since its founding in 2012, creating a Lagos office and growing its footprint in key African markets such as Kenya, Tanzania, Uganda, and South Africa by 2021.

The collaboration also provides African artists with improved monetization options. With Flutterwave’s expertise in secure and dependable payment processing, Audiomack will provide more chances for African musicians to monetise their work.

This includes providing smooth payment options to fans who wish to directly support their favourite musicians.

Read also: Flutterwave, Token.io Enable Pay-By-Bank Transfers in U.K. and E.U

Flutterwave founder on the partnership

Flutterwave’s Founder and CEO, Olugbenga Agboola, commented on the announcement, saying, “We are excited to join forces with Audiomack and contribute to the growth of Africa’s music industry. By leveraging our technology, we will expand the Audiomack user base across Africa while empowering African artists with increased monetization opportunities. Audiomack’s commitment to promoting African music and providing a platform for artists to showcase their talent aligns perfectly with Flutterwave’s mission to simplify payments and foster economic growth across the continent. This partnership represents a significant step forward in realising these shared goals.”

On his part, Co-Founder and CEO, Audiomack, Dave Macli, said: “We are delighted to partner with Flutterwave to enhance the Audiomack experience for our African users. This collaboration enables us to bring Audiomack to even more people in Africa and gives African artists the tools they need to thrive and monetize their art effectively.”

“We are delighted to partner with Flutterwave to enhance the Audiomack experience for our African users”, Dave Macli, cofounder and CEO of Audiomack, said in response to the news.

He explained that “this collaboration enables us to bring Audiomack to even more people in Africa and gives African artists the tools they need to thrive and monetize their art effectively.”

Significance of Flutterwave-Audiomack partnership

The collaboration between Flutterwave and Audiomack represents an important milestone in the African music industry, driving its growth and broadening its global footprint. African Audiomack consumers may expect increased access to Audiomack’s large music library and a better user experience, while African musicians will have more prospects for financial success and artistic acclaim.

How Spotify, Apple Music work in Nigeria

Rise of Africa music streaming

The Sub-Saharan African (SSA) area witnessed the fastest growth in the recorded music market in 2022, according to the IFPI’s 2023 Global Music Report. The SSA region saw a 34.7% gain, making it the only region with more than 30% growth and the fastest-growing region for recorded music revenues in 2022, according to the IFPI. The streaming revenue estimates in South Africa, the SSA region’s largest market, accounted for a substantial portion of this growth. South Africa grew by almost 31.4% in 2022, compared to a meagre 2.4% growth the previous year.

According to Statista, the African music streaming market is expected to generate US$372.80 million in sales in 2023, with an annual growth rate of 8.89%. At this rate, the anticipated market volume by 2027 is $524.10 million, which is astounding given that some of the most popular streaming services were only recently introduced to Africa. These facts and figures demonstrate the rapid expansion of streaming in the SSA music market; nevertheless, who or what deserves credit for this extraordinary success? Several variables stand out as important drivers of increased streaming growth in the Sub-Saharan African music sector.

June 23, 2023
8 Best VPNs In Nigeria 2022: Speed, Streaming & Privacy
Technology has significantly evolved over the years, improving the internet experience globally. There is now easier and more affordable access to a plethora of diverse information.

This advancement has also made human interactions more seamless across business operations and relationship building among individuals, organisations and nations, among other human endeavours.

More than ever, the world transacts online with payment of goods and services cutting across all sectors, including education, health, manufacturing, entertainment and travel.

Now that the world is truly a global village and is so closely connected through the web, internet users need to be conscious and intentional about their safety online.

Transactions and interactions done via the internet leave trails, whether sending and receiving confidential information or paying for products and services. Therefore every interaction online can expose one to being hacked by cybercriminals. These cyber criminals engage in credit card fraud, identity theft, and other crimes.

How, then, can you protect yourself from these cyber criminals, also called hackers? This is where VPN comes in, as it provides online security and privacy for internet users.

Here are the 8 Best VPNs you can use in Nigeria, but first, let’s understand what VPN is.

Read also: How To Enable Bitcoin On Cash App: A Complete Guide In 2022

What Is VPN?

VPN is a three-letter acronym for “Virtual Private Network”. It is a service that provides protection for your internet network connection.

A VPN encrypts your internet data and traffic online in real time, disguising and protecting your identity, particularly when using public internet networks.

This makes it difficult for hackers and other third parties to monitor or track your activities on the internet.

How Does A VPN Work?

Every device that accesses the internet makes use of an IP address. This is what identifies the network and the estimated location. With a discoverable network and approximate location, every internet user risks being hacked.

This is where a VPN is important. It hides the IP address by redirecting it through a configured remote server run by a VPN host.

So if someone copied your IP address to get your data, it would appear like jargon and unusable information.

This means it shields your actual IP address from being known or leaked by disguising your location. So, you can browse the internet safely without fear of your information being compromised.

Now that the importance of VPN is understood, there is a need to know the best options to choose from.

Criteria For Selecting Nigeria VPNs

There are many VPNs available which makes finding a VPN a lot easy. However, what is important is selecting the right VPN that will adequately protect you as you surf the internet.

To rate any VPN provider, we look at the number of servers the provider as well as the countries their server network covers. Having more servers across multiple locations offer users a wide range of content options they can access globally.

We also rate the speed of the VPN to assess how fast it will be for streaming different audio and video sites online.

Protecting privacy is a key reason why internet users love to use VPNs, so we also examine how well users’ privacy is secured.

Here are the 8 Best VPNs you can use in Nigeria.
1. Nord VPN
2. Private Internet Access (PIA)
3. CyberGhost
4. Surfshark
5. ExpressVPN
6. IPVanish
7. PrivateVPN
8. Atlas VPN
These 8 VPNs are some of the best options you can pick from.

1. Nord VPN

NordVPN is one of the most popular VPNs, with a presence in 59 countries across the world. It has no fewer than 5,000 servers worldwide, ensuring improved speed and stability.

This means you have access to so many countries and can block content from one country to another that is within its jurisdiction.

NordVPN is great for internet users to safely use their regular services on the go, including streaming content on platforms such as Netflix and BBC iPlayer with high download speed and no lag.

The apps allow users to search by country or server. Options available are dedicated IP, P2P, onion over VPN, and double VPN. Each NordVPN server in the list details the server load percentage (the lower the percentage, the faster the server will be).

NordVPN prioritises security, particularly with the peculiarities of several nations restricting freedom on the internet. It has high-security standards, as the VPN provider prides itself on providing 100% anonymity for users. In addition to 256-bit AES encryption, DNS leak protection, and a kill switch, it has a strict no-logs policy.

NordVPN apps can be downloaded for Windows, MacOS, Android, iOS, and Linux. It can be manually configured on select routers. There is also an app for Android TV and a Chrome and Firefox browser extension.

Advantages: Network of over 5,000 servers around the world; high speeds for streaming HD content. It works with Netflix, Amazon Prime Video, Hulu, and others. Beginner-friendly apps Very secure with a “no logs” policy, Excellent support

Disadvantage: Some servers are not so reliable

2. Private Internet Access (PIA)

Private Internet Access (PIA) has great encryption and identity protection features that let users do things online in private. It has no fewer than 20,000 servers across 77 countries.

In terms of speed, private Internet access ranks with a speed that enables smooth streaming of Netflix, Disney+, BOOM! Studios Max, and other sites. The VPN service also unblocks other popular streaming services like Amazon Prime Video, BBC iPlayer, Disney+, Studios Max and many others.

PIA offers both a live chat system for instant responses and an email ticket system for slightly slower responses to less urgent queries. It also has a FAQ and guide section to help users understand how the VPN works.

Private Internet Access has apps for Windows, Mac, Android, iOS, and Linux. It uses WireGuard and “strict,” which are two of the most popular open-source VPN protocols alongside IPsec on iOS. It also has a strict no log” policy.

Advantages: Fast speed for high-quality streaming. It has over 30,000 servers worldwide, with browser extensions and extra security add-ons. It has responsive 24/7 live chat support.

Disadvantage: No app exclusion or whitelisting

3. CyberGhost

CyberGhost is a VPN service that provides quality security to safeguard one’s identity online. It has unlimited bandwidth and traffic, which makes it great for streaming online at a fast speed. This provider operates in 60 countries and has no less than 7,000 servers, with some situated in South Africa and Kenya.

Considering the user’s access to up to seven simultaneous connections, Cyber Ghost is flexible, giving you a variety of options. The VPN provider is easy to use and responsive. Selecting a server and activating features takes seconds to activate.

The VPN has a real-time customer support feature which enables users to have a Live chat in case the need arises.

CyberGhost VPN is safe to use in Nigeria because it utilises 256-bit AES encryption, DNS and IP leak protection and has an automatic kill switch.

CyberGhost apps are available for Mac, Windows, iOS and Android. It offers apps for Amazon TV, while Linux can be manually configured.

Advantages: Seamless streaming without buffering with strong security features. The app is easy to use, and 7 connections can run concurrently on a single account. The provider has a live chat support feature.

Disadvantage: CyberGhost has no app for Linux

How To Save Data While Streaming Video Online

4. Surfshark

Surfshark is a great option for a VPN, particularly for security and privacy. It has more than 3,200 servers available in 63 countries, including Nigeria. The VPN provider has fast speeds that ensure smooth HD streaming and also works with Disney Plus, Netflix, and Amazon Prime Video. This service can also access Twitter across Nigeria.

This VPN is guaranteed to keep no logs, protect users’ data with military-grade encryption, provide leak protection, and have a kill switch. It also has split tunneling, automatic wifi protection, and the option to send traffic through two VPN servers. It also has round-the-clock customer support.

Surfshark apps are available for MacOS, Windows, Linux, Android, and iOS. It can be manually configured on some routers. The VPN provider also offers extensions for Firefox and Chrome.

Advantages: Fast speed for streaming and browsing. Works well with multiple sites. It has an unlimited number of devices and connections. Customer service provides 24/7 live chat support. It has multiple added security features

Disadvantage: A few slow servers

5. ExpressVPN

ExpressVPN is an excellent choice of VPN because of the high rating of its security offering. The provider is present in 94 countries with over 3,000 high speeds servers.

The fast speed makes 1080p streaming very seamless due to the unlimited bandwidth and no throttling. ExpressVPN lets you stream anything from Netflix to ESPN.

The VPN provides support for its users, with 24/7 availability in case one needs assistance while using the service.

ExpressVPN protects the identity of users online, enabling one to stay anonymous. This is because of the security features that cut across 256-bit AES encryption, DNS leak protection and a kill switch. The VPN provider keeps no identifying logs of its users and enables users to unblock many geo-restricted platforms.

Operating systems of Mac, Windows, Android, iOS, Linux, and Amazon Fire TV, can access ExpressVPN apps. The VPN also has an app for routers as well as browser extensions for Safari, Firefox and Chrome browsers.

Advantages: Over 3000 network of servers worldwide with fast speed for browsing and streaming. The apps are user-friendly, and the VPN can unblock most geo-restricted content. It also has browser extensions. There is 24/7 live chat support.

Disadvantage: Slightly higher in price than most VPNs

6. IPVanish

IPVanish is a VPN that is keen on the security of its users’ data while surfing the internet and definitely works in Nigeria. With its fast-growing network of more than 1,900 servers, it is available in 60 countries across different continents.

IPVanish lets users connect to the VPN on as many devices as possible. It has apps for the most popular online services, making it easy for families to protect all of their internet-connected devices completely.

This VPN has a consistently high speed and works well with streaming platforms like Amazon Prime Video and HBO Now.

IPVanish uses 256-bit AES encryption, has a kill switch, and has in-built DNS and IPv6 leak protection. The VPN also has a no-log policy. Its apps can be installed on Windows, Mac, Android, and iOS. There’s also an app for Amazon Fire TV, but you have to set up Linux and routers manually.

Advantages: Has over 1900 servers with unlimited connection to devices. It has high streaming speed. It has extra security features.

Disadvantages: Struggles with Netflix and has no app for Linux.

7. PrivateVPN

PrivateVPN is a fast-growing VPN provider with over 200 servers with locations across at least 60 countries globally. This VPN is great for unblocking geo-restricted content and letting users access websites in a safe and private way.

A privateVPN is particularly excellent for streaming HD videos due to its fast speed. As a result, users can easily access streaming services such as US Netflix and Amazon Prime Video. With a quick and easy connection to servers, PrivateVPN lets users connect up to 6 devices at the same time with individual IP addresses.

The VPN keeps no data logs, protecting one’s identity and activity online. It makes DNS, of 256-bit AEIPv6cryption, DNS and lPv6 leak protection and has a kill switch. You also have the option of paying in bitcoin for increased privacy.

PrivateVPN is available on Windows and Mac, as well as for mobile on Android and iOS. Manual configuration is necessary for Linux and routers.

Advantages: High speed for streaming and browsing. Apps are quick and easy to use. Includes all of the essential security features. Has a Bitcoin payment option

Disadvantages: No 24/7 live chat. Has no app for linux.

8. Atlas VPN

Atlas VPN is a great choice for its fast speed, allowing users to stream online easily. With a presence in 37 countries, Atlas VPN has at least 750 servers and has no limit to the number of devices a user can use its services with. This means it can be used on mobile devices and computers.

The VPN lets users torrent, and all of their torrent traffic is encrypted before it leaves their device. A streaming service that unblocks Netflix and has a “Tracker Blocker” feature, Customer service for the VPN provider works around the clock to make sure that users’ questions are answered quickly.

Atlas VPN uses IKEv2, uses Wireguard, and has a kill switch. All data is encrypted with AES-256. It has a policy of not keeping logs to protect users and make sure that private information is not kept. This provider uses a data breach scanner to keep an eye on all of its users’ information and protect it from hackers. It is available on Windows, macOS, iOS, and Android.

Advantages: Atlas VPN has extra security features. It has good speed and unlimited connection to devices. There is 24/7 live chat support.

Disadvantages: Atlas VPN slows down your computer’s speed. It has no app for Linux

These 8 VPNs are easy to use and keep cybercriminals from stealing your identity while using the internet. It is a wise investment to consider in order to safeguard your data online.
December 5, 2022
MultiChoice pushes into streaming as the DSTv model struggles

In South Africa, DStv, which is owned by MultiChoice, has started offering bundles that include DStv streaming bouquets and unlimited fiber internet at lower prices. This is to get more people to sign up for streaming services.

The packages, which will only be accessible to streaming subscribers, will cost R699 (about $39) for the Compact package and R999 (about $56) for the Premium package. They include a DStv Compact or Premium subscription, a DStv Streama streaming box, and a 25/10Mbps fiber connection. In collaboration with unidentified fiber network providers, the bundles will be made available.

MultiChoice recently revealed pricing reductions for its standalone streaming service, which it introduced at the end of 2020, during its annual media showcase event. Its strong drive into streaming looks to be out of need and survival.

Read also: MultiChoice Acquires the Namola Emergency Assistance App

DStv Premium subscribers reportedly fell from 2.35 million in 2015 to 1.92 million in 2018 and are now expected to reach 1.4 million by 2022, according to talk. MultiChoice’s most recent annual financial report also shows that sales of Compact and business packages have dropped by 6%.

The average revenue per user (ARPU) of DSTV has been falling as the number of users has decreased, falling from R317 per month in March 2018 to R269 per month in March 2022 for 90-day active customers.

MultiChoice new choice

MultiChoice’s newest bundles seem to be an effort to kill two birds with one stone after realizing that consumers are abandoning its satellite TV offerings: supply customers with fast, inexpensive, uncapped internet and then combine it with customers’ other preferred streaming goods.

In theory, this seems like a great plan, but it will be hard to tell how well it works over time because MultiChoice doesn’t include streaming data in its financial reports.

DStv Users in South Africa Can now Access Disney+

DStv’s nine million South African customers might fuel the country’s battles between fiber network operators as they compete for the DStv subscribers’ business. The company says that users can choose between the top two FNOs in South Africa, Openserve and Vumatel, in order to get the new packages.

MultiChoice hopes this latest wager pays off since it has few options left. If streaming fails, the company could be bought by Canal+, which has been buying ordinary shares of MultiChoice and now owns 26% of the company.

October 10, 2022
Tik Tok Sets To Launch Music Streaming Service

The social networking platform Tik Tok, owned by the Chinese technology company ByteDance, is planning to launch a music streaming service.

The Tik Tok parent company ByteDance has recently submitted a trademark application with the US Patent and Trademark Office. According to Insider, the service name is “Tik Tok Music,” and it would allow users to “purchase, play, share, download music, songs, albums, lyrics, quotes, create, recommend, share his/her playlists, lyrics, quotes, take, edit and upload photographs as the cover of playlists, comment on music, songs, albums”.

Users can also “live-stream audio and video interactive media programming in the field of entertainment, fashion, sports, and current events”

However, not quite long that it revealed a feature on its intention of paying creators on its platform.

Resso, Tik Tok Music Prototype

ByteDance operates a comparable music streaming service called Resso. This service is currently accessible in India, Brazil, and Indonesia. Based on the information provided in the trademark application, it seems that Resso and TikTok Music share several of their functions, such as community interaction, music sharing, and playlists.

Resso was developed as a prototype, and it is possible that Resso may serve as a preview of what Tik Tok Music will provide in the near future. The fact that Tik Tok is now sending users in Brazil to Resso to listen to the complete version of the song attests to the claims. This method may also be applicable to the version of TikTok available in the United States as well as its Music division.

About Resso

Resso is not free like its sister app Tik Tok, which is supported by ads. Instead, it’s a “freemium” app, like Spotify and some other big music apps. A free tier has ads and limits streaming quality to 128 kbps. A premium, ad-free tier boosts streaming quality to 256 kbps, includes downloads and the ability to skip tracks, and costs INR 99/month ($1.35/month) on Android and INR 119/month ($1.62/month) on iOS. Resso doesn’t say anything about why iOS costs more.

Resso let people test it out in India and Indonesia for about two months before the launch (it remains in test mode in the latter). India was chosen as the first place to focus on because it has a huge number of young mobile users.

“India has the largest population of GenZ as compared to any other country globally,” Hari Nair, Head of Music Content & Partnership, Resso India, told TechCrunch. “With the core of Resso’s target audience being GenZ, it is only logical for Resso to make its debut in India. We will discuss additional markets when appropriate.”

Tiktok Rivals Spotify and Apple Music

ByteDance, being such a large and successful firm, would never submit an application for a trademark for no good reason. Insider explained that for a business to be granted a patent in the United States, it must demonstrate either that it is currently employing the trademark in question in connection with the provision of the specified services or that it has a genuine (bona fide) intention to do so in relation to the marketing of a product.

In the trademark registration file, ByteDance also noted that users may “live stream audio and video interactive media programming in the field of entertainment, fashion, sports, and current events.”

Recent developments provide evidence that Tik Tok is working toward introducing its own music streaming service, which would position it as a competitor to Apple Music and Spotify. Tik Tok is already a formidable competitor to Meta and the sites that are part of Meta’s ecosystem, such as Facebook and Instagram. In addition, TikTok has only just begun testing out the addition of minigames to its platform, and it is even considering letting users add games as attachments to their videos. It would seem like TikTok is getting ready to make an entrance into the game business as well as the music industry.

Content Creators Can Now Earn with Tiktok Pulse

TikTok Could Be the Next Phase of Streaming Service

“Tik Tok has really become a critical part of artist storytelling,” During a webinar on Tik Tok’s impact on the music industry, Kristen Bender, Senior Vice President of Digital Strategy and Business Development at Universal Music Group, gave a statement to Insider. “Our labels have been extremely leaned into the platform.”

There is some justification for the focus that the industry is placing on Tik Tok. Songs that become popular on Tik Tok frequently go on to chart on other platforms such as the Billboard 100 or the Spotify Viral 50. According to a study that was conducted in November for TikTok by the music-analytics business MRC Data, 67 percent of the app’s users are more inclined to seek out songs on music-streaming services after hearing them on TikTok.

Tik Tok has become a central location for record companies to advertise new releases and tunes from their back catalogues. Additionally, a brand new group of social media music marketers has emerged to lend assistance to the promotional activities being undertaken by the app.

As the number of users on TikTok has increased and the platform’s content has gotten more abundant, marketers are increasingly looking to micro-influencers rather than celebrities to promote song campaigns.

“The price point for mega stars is extremely high,” Zach Friedman, a co-founder at the upstart record label Homemade Projects, told Insider. “The way the TikTok algorithm works, it’s hard to know what’s going to be successful. Instead of paying a premium for a D’Amelio, you could pay a micro-influencer $200 and their Tik Tok could get 10 million views. Because of this, it’s better to cast a wider net.”

August 3, 2022
Kenya Telecom Giant Safaricom Takes A Shot At Spotify With Baze Music
Kenya telecom giant Safaricom, which accounts for 63.6% market share of the mobile telecom operator in Kenya, takes a shot at Spotify after announcing the expansion of its Baze platform to include music, enabling its customers to enjoy a mobile-first, ad-free, music streaming experience from as little as KES 10 per day.

Baze was initially launched as a subscription-based mobile-first, video-on-demand service more like TikTok, YouTube, and Netflix all-in-one platform and offering a wide selection of local and regional short-form videos in entertainment, music, news, and sports, placing entertainment Kenyans longed for at their fingertips. The platform also provides a medium for Kenyan local content creators to share their original video works and earn revenue.

As of November 2021, Safaricom CEO Peter Ndegwa announced introducing streaming to the Baze platform.

“Our goal is to provide Kenyans freedom, choice and control over the content they consume, and I am delighted that our customers have enjoyed a variety of content on Baze since the platform was launched in May 2021. To further enhance their experience, we are introducing Baze Music, which will also provide Kenyan artists with a new avenue for monetizing their music in addition to the Skiza platform,” said Peter Ndegwa.

He further accounted on his official Twitter account that –

“Adding music will increase the popularity of Baze and enable Kenyan musicians to earn from their talent courtesy of a revenue share model that sees 60% going to the artists. Baze now joins Skiza as a key earning platform for content creators. #MoveToBaze”

Should Spotify be worried at this shot? Finger crossed.

While we anticipate what the future holds for Safaricom move with Baze music, let’s not neglect that similar action has been made before. Back in 2018, Safaricom introduced Songa music streaming app. It was massively launched in Kenya with adverts nearly everywhere and signed huge deals with different artists to make the platform widely accepted. It, however, failed to take off and slowly faded away.

Perhaps, could this be the resurrection of Songa reborn as Baze music? Or perhaps, this a signal to show that the Baze platform seems to be working amazingly? Does Safaricom have high faith for the music streaming to sort of work in Baze music? We wait and see.

Here Are Things You Can Do With The App (For Kenyans)
- You get a one-week pass (unlimited streaming) if you use the app for the first time. This includes 500 MB for free. You can still stream for free even if you exhaust the free allocation.
- Signing up is easy. All you need is your Safaricom number to create an account.
- The platform has 4 million songs, a couple of videos, albums and curated playlists.
- The app can create unique daily mixes akin to what Spotify does.
- You can create your playlists too.
- You can set songs as Skiza tunes.
- You can save songs for offline streaming.
- There are no ads on the Baze music platform, unlike Spotify.
- The screenshot below shows the cost of its different packages
As shown above, Safaricom is not only giving you access to their library of music at an affordable rate, they’re also looking to solve a hindrance to music streaming in the country, which remains data. So with the pass, you also get to have data to help you pour the music.

Spotify currently has the largest pie of the streaming music market in the country, followed by Apple Music, Deezer, and others. Spotify has a Freemium subscription model – accommodating both free and paid users, so it will be interesting to see which models have a magical outcome and who gets the big numbers in the end.

We wait to see what the users prefer – Spotify or Baze Music model:
- The freemium Spotify model with ads and a great set of apps for mobile, tablet, tv, cars, etc. OR
- Safaricom’s Baze music sub-premium daily pass with no downloadable apps – just web apps – and offering data to use for the streaming.
As a way of promoting and supporting Kenyan talent, Safaricom says Baze Music will feature a vast collection of local music genres, including gospel, gengetone, urban local, reggae and Bongo Flava, with over 45,000 local songs and 1.1 million international tracks available.

Among the key artists whose content is on Baze Music include Two-time Afrima Award Winner Nikita Kering, Gospel artists Daddy Owen & Guardian Angel, Trio Mio, Jua Cali, Bahati, Mejja, Nviiri The Storyteller, Femi One and Ohangla maestro Prince Indah among others.

Safaricom explains that the launch of Baze Music is a continuation of its commitment to growing Kenya’s creative and music industry.

Looking at this, I anticipate what this Kenya giant telecom makes of Baze music as the year progress.
January 29, 2022