Showbiz
More than a Music Streaming Service – Why You Should Allocate Media Spend To Spotify
By Carla Harrison
If I were to pick up your phone right now, there’s a very good chance that I’d find Spotify among your apps. It is, after all, the world’s most popular music streaming service, with 433 million users (188 million of whom are paid subscribers) in 183 countries. Since its launch in 2008, it’s transformed the way the world listens to music and helps launch the careers of artists around the world.
And if you use Spotify, you’re probably also aware that it’s expanded from just music streaming into podcasting, with some 4 million podcast titles joining its library of 82 million songs. But did you know that it’s also a powerful advertising platform with a growing focus on the African continent?
Any brand that’s serious about expansion, particularly in high-growth markets such as Nigeria, simply cannot afford to ignore it.
The pros of radio, plus more
In order to understand what makes Spotify such an appealing platform for advertisers, it’s worth first reminding ourselves of the strengths offered by traditional radio. In general, for example, radio ads are more cost-effective than other forms. You can also get away with increased frequency, meaning that your message is more likely to stick.
Spotify offers all the benefits of radio advertising plus more. With growing numbers of people listening to digital audio streaming every day, you’re guaranteed an active and engaged audience. At the same time, you’re also reaching them while they listen to what they love. And because Spotify’s targeting options are so advanced, your brand can reach specific people based on age, gender, music genre, and playlist. Unlike radio, Spotify guarantees 100% completed listens in its reporting. It can also provide metrics around which type of audience engaged with your ad and a companion banner which allows users to click through to a webpage.
The streaming service is an innovator in the advertising space too. Its 3D audio feature, for instance, allows brands to provide premium quality advertising through an immersive, dynamic, and sensory audio experience. As a result, listeners don’t just hear an ad; they feel it.
But Spotify offers more than just audio ads. It also allows brands to reinforce their messages with high-impact display and video ad formats. Spotify video ads are actually the best performing in the industry, as they had to be built for viewability. The ads are 100% viewable and 100% audible, and Spotify only charges for 100% completion.
Making an impact in Africa
It’s also worth pointing out that Spotify is seeing significant levels of growth across Africa. While the streaming service has been available in South Africa since 2018, its real expansion into Africa only came in early 2021, when it launched in an additional 40 countries.
But just a year after launching in Nigeria, the number of artists streamed per user had grown by 60%, and Nigerian music fans had created 1.3 million user-generated playlists. Additionally, nearly 21 000 songs had been added to the platform, placing Nigeria as the country with the second most streams after Pakistan in the new markets, with Kenya third in the ranking.
That growth isn’t likely to slow down anytime soon, either. According to Statista, music streaming revenues in Nigeria are expected to show an annual growth rate of 12.61% between 2022 and 2027. It’s also worth noting that penetration in the overall streaming market currently sits at just 4.1%. With an additional 35 million Nigerians set to come online by 2026 (all of whom will be hungry for the consumer experiences that come with affordable and ubiquitous access), Spotify looks primed for significant growth.
That comes with obvious growth benefits for advertisers, especially when you factor in that 39.6% of music streaming users are in the medium-income group. As Nigeria’s economy continues to grow, that income group will become larger and more valuable.
Partnering with the experts
Brands looking to utilise Spotify as a marketing platform don’t have to go in blind, either. By working with experts that have specialist teams, they can get the most out of their campaigns. The right partners will also offer advertisers price transparency, ensuring that they get advertising on the platform at the most affordable rates.
In doing so, they can ensure that they always reach the right audiences at the right time with the right message. Moreover, with Spotify, they’re reaching people during the moments they love. And that’s always incredibly valuable for any marketer. Small wonder then, that Spotify is seen as the most trusted ad platform among consumers. Factor in the brand safety it offers, and you have a winning combination.
A culmination of factors
Ultimately then, Spotify represents the culmination of a number of factors that should be of interest to anyone with a media budget that needs to be spent. And as Africa, and Nigeria in particular, that combination of engaged, active audiences, the ability to target specific audiences, and innovative advertising products will only become more important.
Carla Harrison is the East African Sales Manager at Ad Dynamo by Aleph
The Big Brother Naija Season 11 housemates facing possible eviction this week are Tram, Barry, Goddessa, Yusuf, Temi Nkem, Sultex, Abi, Araga, Flora, Nomy, Ricky, Kamsy, Sheba, Oyin, Keivo, Gerad and Bells.
The 17 housemates emerged from this week’s nomination process, which saw the housemates vote to save three of their fellow housemates from possible eviction.
Conspiracy Hour
Ahead of the nomination process, Biggie announced Conspiracy Hour, giving the housemates the opportunity to rally together, discuss their thoughts and share who they would like to save ahead of the nominations.
This was followed by the nomination process, where the housemates were asked to save three of their fellow housemates from possible eviction. Chimsom Chuka, the Most Influential Player of the Week, Neche, the Head of House, and Nomy, the Benchwarmer, were exempt from the process.
Cassi, Bluethopia and Gerad were initially saved by their fellow housemates. However, as Head of House, Neche had the power to remove one housemate from the list and chose to remove Gerad.
Neche Wins Head of House Challenge
Neche emerged as this week’s Head of House after going head-to-head with Chimsom Chuka in the final round of the Head of House challenge.
The final stage was an endurance test, with Neche outlasting Chimsom Chuka to claim the Head of House position and its accompanying privileges, including immunity from this week’s nominations.
Biggie Introduces BB Bucks
Biggie also introduced the housemates to BB Bucks, the official currency of the Big Brother house.
The BB Bucks have no value outside the house but can be earned through tasks, challenges and other activities. While the housemates can earn BB Bucks, they can also lose them depending on how they choose to use them.
The BB Marketplace will also open in the house, giving the housemates the opportunity to spend their BB Bucks on items and privileges available to them during their stay.
Voting Is Now Open
With the nomination process completed, voting is now open, giving viewers the opportunity to decide which of the nominated housemates will remain in the competition.
Fans can cast their votes through the MyDStv app, MyGOtv app or the official Africa Magic website before voting closes at 9:00 p.m. on Thursday.
Catch all the drama live and 24/7 on DStv channel 198 and GOtv channel 49. BBNaija Season 11 is also available to watch on DStv Stream and GOtv Stream.
For updates and exclusive news, visit the official Africa Magic Big Brother Naija page or join the conversation on social media using the hashtag #BBNaija.
The Big Brother Naija Season 11 House has recorded its first evictions on Sunday night, with Martins and Mercedes leaving the competition after polling the fewest votes from viewers.
Speaking with host Ebuka Obi-Uchendu after his eviction, Martins remained positive about what comes next, saying he plans to surprise the world with his next steps outside the House.
For Mercedes, the eviction was not something she considered a loss. She said she gave the experience everything she had and was proud of how she spent her time in the House. On what comes next, she revealed plans to perform globally while continuing to build her massage and concierge businesses. She also shared that one of her priorities is paying for her father’s surgery.
Chimsom Chuka Takes the First Most Influential Player of the Week (MIPOW) Title
While two housemates said goodbye to Biggie’s House, the evening also brought a new advantage for Chimsom Chuka, who emerged as the first Most Influential Player of the Week (MIPOW). The title earned him the betPawa Elite Award and immunity from next week’s eviction.
This adds another layer to the competition as the remaining housemates settle into the reality of the game, with strategies, alliances, and individual influence already beginning to take shape.
Nomy Receives Strike and Final Warning
Moments before the live eviction show, Big Brother summoned the housemates for a meeting following repeated violations of his instructions by Nomy. After addressing the importance of following the House rules, Big Brother issued Nomy a strike and final warning, making it clear that housemates cannot choose which of his instructions to follow.
With two housemates already out of the competition and Chimsom Chuka holding immunity for the coming week, the race for the N160 million grand prize is fast heating up.
Keep up with all the drama, suspense and gameplay in Big Brother Naija Season 11 on DStv channel 198 and GOtv channel 49, or watch it live on DStv Stream. Download the DStv Stream app and sign up – no dish, no decoder needed.
Every great movie starts with a decision; sometimes it’s the decision to do the right thing. Sometimes it’s the decision to fight back. Other times, it’s a split-second choice that turns an ordinary day into complete chaos.
This August, GOtv’s movie lineup is built around characters whose lives change because of one decision. Some are chasing redemption. Some are fighting for survival. Others are simply trying to make it through the madness they’ve found themselves in. Whatever your movie preference, these are stories that will keep you invested from beginning to end.
When bad decisions become great comedy
Let’s be honest, some of the funniest movies are built around people making one terrible decision after another. That’s exactly the kind of fun Bad Behaviour (Stunt) brings. Airing every Friday on TNT, the comedy is packed with chaotic moments, outrageous situations and plenty of laughs, making it the perfect way to leave the stress of the week behind and ease into the weekend.
Catch Bad Behaviour (Stunt) every Friday from 7 August at 2:55 pm on TNT, available on GOtv Max and higher packages.
One act of courage changes everything
There are action movies, and then there are movies that leave you wondering how the characters survived at all.
In Mad Max: Fury Road, Imperator Furiosa risks everything when she decides to help a group of women escape from the ruthless Immortan Joe. Along the way, she crosses paths with Max Rockatansky, and together they embark on a relentless fight for freedom across a brutal wasteland. With breathtaking action, unforgettable chase scenes and Charlize Theron’s commanding performance, it’s easy to see why the film remains one of the most celebrated action movies of its generation.
Watch Mad Max: Fury Road on Saturday, 8 August at 8:00 pm on Studio Universal, available on GOtv Supa+.
Starting over isn’t always simple
Everyone deserves a second chance. Unfortunately for Tom Dolan, getting one isn’t as easy as confessing the truth.
In Honest Thief, Tom decides to come clean about the money he stole years earlier so he can build an honest future with the woman he loves. But instead of finding justice, he discovers that two FBI agents have plans of their own. What follows is a gripping game of cat and mouse where trust is scarce, danger is everywhere, and survival becomes the only option.
Catch Honest Thief on Friday, 14 August at 8:00 pm on MovieRoom, available on GOtv Max and higher packages.
When giving up isn’t an option
Losing his sight could have marked the end of his story. Instead, it becomes the reason he writes a new one.
Blind War follows a former SWAT officer whose quiet life is shattered when the enemy from his past resurfaces and threatens his daughter. Forced back into action, he must rely on his instincts, determination and years of training to protect the person who matters most. It’s an emotional action thriller that proves courage isn’t measured by what you can see, but by what you’re willing to fight for.
Catch Blind War on Saturday, 29 August at 7:00 pm on KIX, available on GOtv Supa and higher packages.
Four movies. Four unforgettable stories.
Whether you’re looking for something to make you laugh after a busy week, an action film that keeps your heart racing or a thriller packed with twists you won’t see coming, GOtv’s August movie lineup has something for every mood.
So the next time you’re wondering what to watch, you won’t have to spend half the evening searching. Just pick a movie, settle in and let the story take over.
To upgrade, subscribe or reconnect, download the MyGOtv App or dial *288#. For catch-up and on-the-go viewing, download the GOtv Stream App and enjoy your favourite shows anytime, anywhere.
