Mdundo head of brand partnerships Rachel Karanu. Nigeria and South Africa registered the biggest quarterly growth with 8.3 million and 2.2 million users, which represents a 92% and 80% spike in each market respectively.
Kenya’s user base grew by 46% to 5.7 million users, while the Tanzanian market grew by 10% to 3.9 million. Several other markets grew significantly, including Burundi, DRC, Cameroon, Ivory Coast and South Sudan.
Mdundo says the growth is primarily driven by a growing demand for easy access to music among younger people, and strategic partnerships with leading telcos across the continent. Mdundo’s strategy includes offering users free downloadable music and DJ mixes.
The company continued to grow its advertising partnership footprint in Q1 by partnering with brands such as Airtel, Standard Chartered Bank, East Africa Breweries, Nation Media Group, Zenith Bank and 10Bet Africa, among others.
“Our continued strategic partnerships with leading telcos in Africa, such as MTN, Vodacom and Airtel, continue to offer us a unique platform to reach our target audience through our tailor-made solutions,” Mdundo head of brand partnerships Rachel Karanu said.
“Looking forward to the next quarter, we remain on course to reaching our targets for the financial year ending June 2022. We will seek to sustain our growth through innovation around acquiring new users, as well as offering an effective platform for our advertising partners.”
Mdundo said earlier this year that it hoped to reach 18 million monthly active users by the end of June 2022. At the end of last year, Mdundo’s music service had 1.7 million international songs and about 365 000 songs directly uploaded to the platform by some 120 000 African musicians.