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Podcast Listening Habits in Nigeria - 2023
This report dives into the world of podcast listening in Nigeria. We've surveyed 500 people to uncover the who, what, and how of podcast consumption in the country.
Since 2018, I've been on a personal mission to identify the most avid podcast listeners in Nigeria, whom I like to call "Naija's Super Podcast Listener." Armed with a Google form and my social media profiles, I reached out to anyone who identified as a Nigerian audio consumer to understand their podcast consumption habits.
This effort continued until 2021 when I decided to take a break. It was quite challenging to get people to respond to surveys without immediate incentives. However, because this project is a labour of love and contributes to building comprehensive data for future use, I decided to resume it this year. I made some adjustments to the surveys to align with the current times and cast a wider net with the help of indie podcasters, my radio colleagues, and word of mouth.
One interesting observation I made was an increase in people's curiosity about podcasts. This curiosity led them to discover both old and new shows and develop a habit of engaging with content creators.
Now, with 500 respondents and nearly six months of data collection, I'm excited to announce that the new findings are here! It's important to note that there may be some bias in the results, but I hope they closely represent what defines Naija's Super Podcast Listener. - Tony Doe
Welcome to our exploration of podcast habits in Nigeria. We've talked to a diverse group to discover how much Nigerians love their podcasts. Let's dive into the details and find out who's tuning in, what they're listening to, and how they're doing it.
We did an online survey where folks answered questions about their podcast habits.
Sample Selection: We picked our survey participants randomly from Nigerian podcast listeners.
Survey Duration: Our survey ran for a few months, giving people time to answer at their convenience.
Survey Design: We used multiple-choice and open-ended questions to gather info on listening habits and preferences. We analyzed the data using simple stats. We got responses from 500 people.
Bias Consideration: Keep in mind, since people reported their own habits, there might be a bit of "saying what sounds good" involved.
Frequency of Podcast Listening
Rarely (less than once a month): 13.3%
Occasionally (once a month to once a week): 34.2%
Regularly (multiple times a week): 35.8%
Podcasts are hot in Nigeria! Most folks listen regularly or at least occasionally.
Types of Podcasts Listened To
Here's what's on the menu:
Society and Culture: 53.3%
Personal Development and Self-Improvement: 56.7%
News and Current Events: 30.8%
Music and Arts: 32.5%
Education and Learning: 28.3%
Business and Finance: 25.8%
Health and Wellness: 20.8%
Fiction and Storytelling: 18.3%
Nigerian listeners have diverse tastes, from self-improvement to storytelling.
Devices Used for Listening to Podcasts
Smart speakers: 1.7%
Portable media player: 3.3%
In-car audio system: 10.8%
Smartphone & in-car audio system: 0.8%
Smartphones are the stars of the show, with almost everyone using them for podcast joy.
Discovering New Podcasts
Recommendations from friends or family: 56.7%
Podcast apps or platforms: 45%
Social media: 71.7%
Podcast review websites or blogs: 11.7%
Google Search: 12.5%
Good old word-of-mouth and social media are top choices for finding fresh podcasts.
Preferred Method of Listening
Downloading and listening offline: 11.7%
Both (streaming and downloading): 46.7%
Most folks like to keep their options open, streaming and downloading.
Importance of Audio Quality
Somewhat important: 18.3%
Very important: 62.5%
Clear sound is a big deal for many listeners. Make sure your podcasts sound good!
Changes in Podcast Listening Habits Over the Past Year
Yes, I listen to more podcasts now than I did before: 41.7%
Yes, I listen to fewer podcasts now than I did before: 10.8%
Yes, I listen to different types of podcasts now than I did before: 20%
No, my podcast listening habits have not changed: 25.8%
Podcasts are gaining ground in Nigeria, with more folks tuning in.
Desired Topics or Genres for Nigerian Podcasts
Nigerian news and current events: 27.5%
Personal development and self-improvement: 48.3%
Technology and science: 21.7%
Society and culture: 38.3%
Nigerian health and wellness: 28.3%
Local content is king! Nigerians want podcasts that speak to their interests.
Likelihood of Recommending Podcasts
Very likely: 21.7%
I already have: 33.3%
Nigerians are eager to share their podcast discoveries.
Exclusivity of Podcast Listening
I mostly listen to podcasts exclusively: 20%
I listen to podcasts in addition to other forms of audio content such as music or radio: 78.3%
Podcasts complement other audio content for most listeners.
Region of Residence
South West: 55.8%
South East: 11.7%
North Central: 11.7%
Nigerian podcast fans hail from various regions, with the South West leading the way.
Guys are slightly ahead in the podcast game, but it's a close race.
25 - 34: 49.2%
35 - 44: 17.5%
18 - 24: 30%
Most listeners are in the 25-34 age group.
In a nutshell, Nigerians are embracing podcasts with open arms. They're tuning in regularly, exploring diverse topics, and relying on their smartphones for the audio journey. Word-of-mouth and social media are key for discovering new shows, and many folks value top-notch audio quality. As podcasting continues to grow, catering to local interests and preferences is the way to go. So, whether you're a listener or creator, Nigeria's podcast world has something for you!