In the vibrant and dynamic realm of Nigerian entertainment, a subtle, yet transformative movement is gaining momentum. Amidst the vibrant melodies of Afrobeats and the captivating narratives of Nollywood productions, a new cool medium is emerging, capturing the hearts and minds of listeners across the country – podcasts.
The allure of podcasts among younger generations stems from their desire to venture beyond the confines of conventional and controlled media channels. Podcasts provide a platform for independent voices, diverse perspectives, and niche content that might not be as readily available or prioritized in mainstream corporate media.
The rise of podcasting in Nigeria is being driven by a number of factors, including the increasing availability of smartphones and internet access, as well as the growing popularity of streaming services like Spotify. Delving into Spotify’s Wrapped data for 2023, we embark on a journey to uncover the captivating world of podcasting in Nigeria. This sonic expedition reveals how Nigerian listeners are tuning in, turning up, and diving into the realm of podcasts; seeking not just entertainment but also thought-provoking political, motivational and religious conversations.
According to Spotify Wrapped 2023 on local podcast listenership in Nigeria, Apostle Joshua Selman’s Podcast, Koinonia with Apostle Joshua Selman , The HonestBunch Podcast, I Said What I Said, and Koinonia experience with Apostle Joshua Selman rank as the top five most streamed podcasts in Nigeria, and the top five most exported Nigerian podcasts. It’s no surprise that these podcasts standout because beyond the fact that they resonate with the younger demographic in Nigeria, they also connect through themes that align with the diverse culture, lifestyle and essence of Nigerians. Whether you are inclined to explore your spirituality, delve into the latest trends, dissect social issues, or even share unfiltered opinions, these podcasts present a relatable experience.
“Spotify’s unwavering support for the local podcasting community is deeply rooted in our appreciation for the richness and diversity of voices and stories that it brings to the forefront,” says Ncebakazi Manzi, Spotify’s Podcast Manager for Sub-Saharan Africa.
In light of the deeply rooted religious beliefs within the nation, it follows that Apostle Joshua Selman has secured three positions within the top five most-listened-to podcasts in Nigeria with his podcasts – Apostle Joshua Selman, Koinonia with Apostle Joshua Selman and Koinonia experience with Apostle Joshua Selman. He gained substantial attention on various social media platforms as clips from his sermons circulated widely, resonating with a significant audience. Apostle Joshua Selman is the founder and Senior Pastor at Eternity Network International, based in Abuja, Nigeria. Beyond his widespread popularity, his standout episode of the year on Spotify is “The Ministry of Prayer and the Word.” This particular episode has not only contributed to his overall podcast success but has also marked a significant moment in the hearts and minds of the audience, making it a memorable highlight of his podcasting journey.
The Honest Bunch podcast has rapidly ascended to become one of Nigeria’s fastest-growing podcasts, currently claiming the third spot on Spotify’s top five most-listened-to podcasts in the country. With a focus on addressing issues affecting millennials and Gen Z in a candid and humorous manner, the show distinguishes itself by its uninhibited approach. The podcast is helmed by four hosts—Nedu Ani, Chukwudi Ezugwu (Husband Material), Ezinne Jane Ugorji, and Toun Cole — who infuse the show with their distinct personalities. Beyond the dynamic hosting quartet, a diverse array of notable guests is regularly featured. These guests are invited to share their perspectives on topics tailored to their unique experiences, interests, or personalities.
Notably, The Honest Bunch podcast has made headlines for their willingness to tackle contentious subjects head-on has become a hallmark of the show, contributing to its widespread popularity and status as a prominent player in the podcasting landscape
Conversely, “I Said What I Said” podcast hosted by Feyikemi Abudu, popularly known as ‘FK,’ and Jola “Jollz” Adeye, takes listeners into personalized virtual conversations that are relatable, engaging and similar to the usual tête-à-tête with close friends. Imagine having a conversation with close buddies after a long day at work – that’s the vibe “I Said What I Said exudes to its listeners. Each episode delves into discussions encompassing societal norms, culture, relationships, and current affairs. FK and Jollz are well-known for their bold and unfiltered conversations, presenting their opinions with sharp wit, making it the fourth streamed podcast in Nigeria.
In their engaging podcast, FK and Jollz interview some of Nigeria’s most intriguing minds, discussing the challenges of navigating life as young women and offering valuable advice as Agony Aunts to their listeners. Their presence on Spotify has been remarkable, not only securing a spot among the top five most-listened-to podcasts but also earning them recognition as Breakout Creators of 2023.
Spotify has also recognised them as one of the Breakout Creators of 2023, with their standout episodes of the year including “The Secrets, Lies, and Embarrassment” episode and the humor-filled “Hahaha” episode.
Although some podcasts may not have clinched a spot in the top 10 rankings, their ability to attract considerable attention and consistently deliver engaging content has earned them recognition as Breakout Creators of 2023, while some others found a place on the Most Anticipated Launch list of the year. This acknowledgment underscores their significant impact, foreshadowing a sustained surge in popularity and influence within the podcasting landscape in the months to come.
For Breakout creators of the year, we have notable podcasts such as- I said what I said , The Honest Bunch Podcast, So Nigerian, Tea with Tay, Loose Talk, Menisms and Toke Moments. While for Most Anticipated launch, podcasts like, Bahd and Boujee, The Teju Baby face deep dive, Zero Conditions podcast, Loosetalk, String and locs and Dearly Ebele have all earned a spot on the list.
As Nigerian music continues to gain international recognition, there is optimism that local podcasts can also make a significant impact both on the continent and the global stage.
