Mdundo, a music streaming platform has announced that the platform recorded 16.4 Million unique users for the quarter ending September 2021.
This represents a 10 percent growth, from the previous quarter, mainly driven by a significant increase in 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 a quarter of the platform’s total audience in the period.
Mdundo Head of Brand Partnerships Africa, Rachel Karanu noted that the rapid growth across the region further establishes their platform as a strong consumer touchpoint for their advertising clients. “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.”
We are looking forward to the last quarter of the year where we expect to further grow our platform reach as well as drive value for our brand partners” she added.
The company furthermore announced that it has been working with some of the top brands across Kenya, Nigeria and Tanzania within the quarter by offering brand solutions for Sportpesa, Safaricom, Chrome Gin, Standard Chartered Bank, Captain Morgan, Coca Cola, BetKing and Guinness Smooth among others. The brand projects are centered around the newly launched Mdundo Brand Lift Tool, available for free on mdundoforbrands.com, providing key customer and brand performance insights.
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, favorability, 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.