Mdundo.com, an African music streaming business, announced that it crossed the 20 million subscriber milestone in June 2022. The biggest country for the Kenyan based company was Nigeria with a total of 4.9m monthly users, followed by South Africa with 3.7m and Tanzania with 2.4m.
Launched in 2013, Mdundo, had about 6.4 million in September 2020. This shows that it has indeed come a long way despite competition from the likes of Spotify. Recently Universal Music Group (UMG) reached an agreement with Mdundo.com A/S to license the service across key African territories.
In addition to the announcement of its improved subscriber numbers, the company also reported that its advertising serving platform, The Mdundo Brand Lift Tool, has improved customer’s brand performance by an average of 8% across Kenya, Nigeria and Tanzania with the highest performing campaign reaching a growth in overall brand lift of 85%.
“We have increased the average brand up-lift for our advertising clients by an average of 8%,with the most noticeable impact towards the end of the customer decision making process impacting consideration, favorability and purchase intent by an average of 10%. It is extremely satisfying to know that the return on investment for our clients is directly related to our campaigns driving impact in addition to incremental reach across all key markets” says Rachel Karanu, Head of Brand Partnerships, Mdundo.
“The best performing campaigns in the past 12 months were Kenya Cane with an average “Uplift” of 85%, the best “Awareness” campaign was for Sportpesa Tanzania with 65%, Guinness Smooth had the highest performing “Consideration” campaign with 191% growth, Castle Lite Tanzania had the highest impact on “Favorability” with 114% growth and Captain Morgan impacted “Purchase Intent” the highest with 101%,” she added
In addition to the four biggest countries, the company had a strong user base in several other countries with over 100k monthly users including Uganda, Ethiopia, Ghana, Congo – Kinshasa, Zambia, Sudan, Cameroon, Angola, Zimbabwe, Mozambique, Rwanda, Côte d’Ivoire, South Sudan and Malawi.
The company announced earlier in June that it is aiming at 50m monthly active users as well as a positive EBITDA for the financial year ending June 2025
