The platform recorded 20 million users at the end of the fourth quarter, up from 16.3 million in the third quarter, driven by strong demand for an easy-to-use music service coupled with aggressive expansion into new territories in Africa.
The company also attributes sustained growth to strong partnerships with telecommunications firms and leading consumer brands such as MTN Nigeria, Vodacom Tanzania, Guinness, SportPesa and Standard Chartered Bank.
The cooperation has seen the service increase its audience in the mass, mid-income market especially among the 18-24 age bracket.
”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,” Rachel Karanu, Head of Brand Partnerships at ‘Mdundo’, stated.
The most notable growth was recorded in Tanzania, Nigeria and Kenya powered by rising popularity of the platform especially among the 18-24 age bracket.
The total fourth quarter unique users in the three markets now stand at 12.1 million, Tanzania (3.7 million), Kenya (four 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’ is eyeing continued growth through innovations aimed at attracting new users even as consumer markets recover from the prolonged impact of the COVID-19 crisis.
“In 2022, we forecast sustained growth as we innovate not only around acquiring new users, but also offering an effective platform for our advertising partners.”
”In the prevailing environment, this means lowering the cost per reach and using targeted consumer campaigns to grow the reach of our partner brands on the continent,” Rachel noted.
She pointed out that ‘Mdundo’ is firmly focused on expansion within the African continent.“Africa holds immense potential due to rapid growth of the middle-income market. We are active in all African countries, with our main commercial markets being Kenya, Tanzania and Nigeria, we are looking to expand our commercial interests to Ghana and Uganda in 2022,” she said.Launched in 2013, ‘Mdundo’ is a mobile-web based music service offering free downloads of millions of songs from Africa and other parts of the world.The platform’s users can download and stream music legally from ‘Mdundo’ website and Android app free of charge and is integrated into a growing digital advertising ecosystem comprising some of the world’s biggest marketing brands.The platform works with over 100,000 artists from across the continent as well as some of […]
