n this piece, Ben Oldfield explores the massive and largely untapped market for music consumption across the continent of Africa as a result of extensive smartphone usage, and how streaming organizations might tailor their services to find success therein.
Guest post by Ben Oldfield, Orchard VP France, Benelux and West Africa from The Orchard’s Daily Rind
The African continent represents a massive potential market for music consumption in the streaming era. The sheer volume of smartphone users on the continent could equate to a great additional source of audio streams — outdoing some current usage figures worldwide.
It will be fascinating to see how this economic development becomes a reality. What changes could become influenced by this new listener base? What impact will this change have on musical usage, consumption, and, even, production? The truth is, billions, not just millions, of new consumers could gain access to music across this continent in an easily accessible, legal and monetized form. It’s no longer a dream but more a question of when, rather than if.