Halfway through 2025, Luminate’s H1 report delivered some telling insights into global music consumption. One stat stood out: Nigeria now holds the highest percentage of local music support among all countries in the Middle East and Africa. According to the report, 61.3% of on-demand (audio + video) streams in Nigeria were from local Nigerian artistes.

This data affirms what many in the industry have long known. Nigerian audiences are fiercely supportive of their own. But in a market plagued by economic instability and weak monetisation structures, that support doesn’t always translate to financial reward.

Over the past year, conversations around revenue disparities in Africa’s music ecosystem have gained momentum. While South Africa often leads the continent in terms of music income, Nigeria continues to set the pace for cultural impact. In a recent interview with Joey Akan’s Afrobeats Intelligence, Muyiwa Awoniyi (manager to Tems and Lékáá Beats) noted:

"One million streams in Nigeria equals about $300."

The math is sobering. Despite being a hub of global Afropop influence, Nigeria’s artistes are not reaping financial rewards proportionate to their popularity. Yet, Nigeria remains the melting pot of African music, dictating what’s hot and influencing what the rest of the continent, and even the diaspora, tunes into. And that influence is driven by unrelenting local support.

From the rise of the Uzama brothers (Shallipopi, Zerry DL, Famous Pluto) to the cultural dominance of ODUMODUBLVCK, Nigerian fans have played a critical role in amplifying their artistes. It’s not just about clicks and streams; it’s about organic loudness. Street slang, meme culture, shared links, and TikTok freestyles. Nigerians push their stars to the world stage, even when the financial system doesn't reward them adequately.

The numbers speak to this growing consumption. IFPI’s recent reports on Sub-Saharan Africa show year-on-year growth in recorded music revenues:

• 2021: Revenue grew by 9.6%, with ad-supported streaming up by 56.4%.
• 2022: The region led globally with a 34.7% revenue increase, largely driven by South Africa.
• 2023: Revenue rose 24.7%, fueled by paid streaming.
• 2024: The region hit $110 million in recorded music revenues — a 22.6% increase.

In June 2025, a new report from IFPI revealed more precise (though still limited) figures for Nigeria:

• Subscription streaming revenues jumped by 206.4% to $5.2 million.
• Nigeria ranked 57th globally in total recorded music revenues, estimated at $11.1 million.

While these numbers may appear promising, they pale in comparison to the sheer scale of consumption. For context, Spotify’s VP of Music & Audiobooks, David Kaefer, highlighted Nigeria’s growth as part of the platform’s long-term investment strategy:

“A decade ago, there was a widely held view that you couldn’t monetise certain markets. But today, places like Nigeria, India, and Brazil are showing that our investments are paying off.”

Still, the limitations of the Nigerian market are real. The country’s economic downturn and the steep devaluation of the Naira (now trading at ₦1600 to $1) have severely weakened consumer purchasing power. For most fans, streaming on paid platforms remains a luxury, not a norm.

There is now a growing need to educate audiences about what streaming pays, and how success in music goes beyond numbers. As Nigerian artistes dominate global playlists and stages, context is critical: popularity does not equal prosperity.

If Nigeria is to truly cash in on its cultural capital, the next step is building systems, from better licensing to fairer revenue splits, that allow local love to translate into lasting impact. And this requires all hands on deck.