Kenyan Music Streaming Service, Mdundo Records 20 Million Active Users, Beating the 50 Million 2025 Target

In June 2022, Mdundo.com, a music streaming business with a Kenyan base, reported 20.3 million monthly active users, exceeding the revised monthly target of 19 to 20 million subscribers and increasing by 74% from June 2021.

For the fiscal year that ends in June 2025, the company, which unveiled its 2025 strategic direction in June 2022, aims to register 50 million monthly active users and a positive EBITDA.

The average brand uplift for our advertising clients has improved by 8% on average, with consideration, favorability, and buy intent increasing by 10% on average toward the conclusion of the customer decision-making process. According to Rachel Karanu, Head of Brand Partnerships at Mdundo, “It is incredibly exciting to know that the return on investment for our clients is directly tied to the driving impact of our campaigns in addition to increased reach across all important regions.

With 4.9 million monthly users, Nigeria continues to be the largest market for the Kenyan-based company. South Africa comes in second with 3.7 million users, Kenya comes in at 2.8 million, and Tanzania comes in at 2.4 million.

The Mdundo Brand Lift Tool, the company’s advertising serving platform, has boosted customers’ brand performance by an average of 8% throughout Kenya, Nigeria, and Tanzania, with the best-performing campaign achieving an increase in overall brand lift of 85%.

By delivering locally appropriate content, formats, and channels to consumers in Africa and increasing value per user through premium products and telecommunication partnerships, Mdundo wants to give users quick and legal access to internet entertainment.

With restricted access to streaming services and social media apps, the mass-market audience in Africa uses the Mdundo music service, which is listed on the Danish Exchange. Although the music is free, the user is exposed to advertisements from well-known African companies.

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