Right now, several streaming services from Europe, the United States, China and Africa itself are competing for the Nigerian market as well as that of the entire continent. So far, though, no clear front-runner has emerged.
Amid a disparate market of 54 countries and hundreds of cultural groups, the early entrants to the African market -- particularly countries like Nigeria, Senegal and Uganda -- are still struggling to capture market share, according to executives at labels and streaming companies. And African companies are becoming frustrated with their own struggles to gain a foothold in the face of so much well-funded competition.
Over the past few years the major labels have made significant investments in A&R in Africa, and in 2018 Universal Music Group opened an office in Lagos, where Sony Music also has an office.
The variation between countries is enormous. While 51% of South Africans own a smartphone, according to the Pew Research Center, only one-third of adults in Ghana, Senegal, Nigeria and Kenya do. Africans also pay the highest prices for mobile data relative to average monthly income in the world, according to the Alliance for Affordable Internet.
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