Digital Music - Kenya | Statista Market Forecast

The Digital Music market in Kenya is expected to witness a significant growth in revenue, with projections indicating that it will reach US$25.01m in 2024.
Among the various segments within this market, Music Streaming is anticipated to dominate, with a projected market volume of US$21.63m in 2024.
When comparing these figures on a global scale, it is evident that United States will generate the highest revenue, amounting to US$17.99bn in 2024.
Kenya's digital music market is thriving, with a growing number of local artists and streaming platforms catering to the diverse musical tastes of its population.

Definition:

Digital music refers to music that is stored, transmitted, and accessed in a digital format, typically through electronic devices such as computers, smartphones, tablets, and digital audio players. Digital music can be created, distributed, and consumed entirely in digital form, without the need for physical media such as CDs, vinyl records, or cassette tapes. Digital music can be in various file formats, such as MP3, AAC, FLAC, or WAV, and can be downloaded, streamed, or purchased online from digital music platforms, online stores, or streaming services. Digital music has revolutionized the way music is produced, distributed, and consumed, providing greater accessibility, convenience, and flexibility for music lovers around the world.

Structure:

The market consists out of music streaming, which is the streaming of music through apps on a subscription basis, music downloads, which is the download of music on a device, music streaming advertising and podcast advertising, which are the advertising spendings in each of the markets.

Additional Information:

The market comprises revenues, users, average revenue per user, and penetration rates. Revenues are generated through purchases and subscriptions. Market numbers for digital music can also be found in the advertising and media topic. Key players in the market are companies, such as Spotify, Apple or Amazon.

Digital audio content that is distributed to the end-user over the Internet
Paid digital downloads of single tracks or albums/compilations
Subscription-based streaming services

Ad-supported streaming services
Internet radio
Video streams
Downloads of audio books

The Digital Music market is a forerunner of change that many digital markets are still going through. Yet the Music Downloads market is the only market in the Digital Media market which is expected to decrease over the next years. Music Streaming services have successfully convinced consumers of the benefits of streaming audio content. Albeit we do not expect Music Downloads to disappear completely, it is obvious that the shift to Music Streaming will devour sales coming from Music Downloads almost completely.

Data coverage:

The data encompasses B2C enterprises. Figures are based on the Digital Music market. Digital music is defined as audio content distributed to the end-user over the internet. This includes paid digital downloads of professionally produced single tracks or albums/compilations as well as subscription-based on-demand streaming services. All monetary figures refer to consumer spending on digital goods or subscriptions in the respective market. This spending factors in discounts, margins, and taxes.

Modeling approach / market size:

The market size is determined through a bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party studies and reports, survey results from our primary research (e.g., the Statista Global Consumer Survey), as well as performance factors (e.g., user penetration, price per product, usage) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as various macroeconomic indicators, historical developments, current trends, and reported performance indicators of key market players. In particular, we consider average prices and annual purchase frequencies.

Forecasts:

We apply a variety of forecasting techniques, depending on the behavior of the relevant market. For instance, the S-curve function and exponential trend smoothing are well suited for forecasting digital products and services due to the non-linear growth of technology adoption. The main drivers are GDP per capita, consumer spending per capita, and 4G coverage.

Additional notes:

The data is modeled using current exchange rates. The market is updated twice a year in case market dynamics change. The impact of the COVID-19 pandemic is considered at a country-specific level. The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice a year. In some cases, the data is updated on an ad hoc basis (e.g., when new, relevant data has been released or significant changes within the market have an impact on the projected development). GCS data is reweighted for representativeness.

This report presents a comprehensive analysis and additional information on the Digital market, in a PDF format.