Mdundo subscriptions up 16.4 million in Q3 of 2021
The streaming music service, Mdundo recorded 16.4 Million unique users for the quarter ending September 2021.
This is a 10 percent growth compared to the previous quarter, and has been attributed to a significant increase in subscriptions from Tanzania, Kenya and South Africa.
Tanzania had the platform’s biggest user base in the quarter, recording 4.1 Million unique users, with Nigeria and Kenya recording 3.1 Million and 2.6 Million users respectively.
In Kenya, Mdundo grew by 13 percent to 2.6 Million unique users contributing 15 percent of the platform’s total audience in the period.
“The rapid growth across the region further establishes our platform as a strong consumer touchpoint for our advertising clients at Mdundo For Brands. We are working closely with leading consumer brands across Africa to drive consumer influence, it is therefore great news that we are increasing the reach for our brand and our advertising partners,” said Mdundo Head of Brand Partnerships Africa, Rachel Karanu.
Besides the music streaming services, Mdundo under its newly launched Mdundo Brand Lift Tool has also been working with other top brands on the continent for brand solutions.
For the period under review, the company has championed the growth of top brands across Kenya, Nigeria and Tanzania like Sportpesa, Safaricom, Chrome Gin, and Standard Chartered Bank.
Other brands included Captain Morgan, Coca Cola, BetKing and Guinness Smooth among others.
Through the brand lift tool, Mdundo is able to measure campaign performance in real time, giving valuable insights to marketers on the impact their campaigns have on brand awareness, consideration, favourability and purchase intent.
This also means that Mdundo offers advertisers a data driven solution to growing their brands among the platform’s users. Leading alcoholic spirits brand Kenya Cane grew its purchase intent by 29 percent after advertising with Mdundo.