What makes music streaming worth paying for? Inside the minds of Spotify users in Africa
Exploring the value perceptions and conversion drivers among music streaming users in South Africa and Nigeria
Understanding user conversion
When we conducted our recent study for Spotify in South Africa and Nigeria with Beyo Global, we had one clear objective: to gain a deep understanding of what drives or hinders users from converting from free to paying subscribers. The question was far more complex than simply, "Will they pay for music?" We wanted to explore how people perceive value, what makes them stay within the free version, and what a premium experience could mean in these markets if it were more aligned with local expectations.
Research goals
Market context
In emerging markets like South Africa and Nigeria, digital content consumption is rapidly growing, and spending habits surrounding this are evolving.
Understanding behaviour
Spotify wanted to explore the why behind user behaviour: why do users stay on Free, what value do they place on music streaming, and what might motivate them to upgrade?
Finding opportunities
Our task was to clarify these choices and highlight opportunities for innovation, especially around fandom and live experiences.
Research methodology
Study design
We designed a two-country research study across Nigeria and South Africa, involving 36 participants (18 per country).
Mixed-Methods approach
This mixed-methods research approach enables us to uncover not only what users do but, more importantly, why they do it, a perspective that's especially valuable in culturally complex markets like these.
Diary study
Each participant completed a four-day diary study, documenting their daily relationship with music and audio streaming.
In-depth interviews
This was followed by in-depth interviews, where we unpacked their experiences, decision-making patterns, and reasoning behind some of their behaviours.
Our process
Insights gathering
Comprehensive data collection & synthesis across markets and methods.
Pattern recognition
Identifying common behaviours and motivations as well as highlighting nuances and outliers.
Key findings
Extracting actionable insights for Spotify to meet their business objectives.
Key themes
Music is more than entertainment
It's a mood stabiliser, a productivity booster, and a way to connect with others, especially in bustling urban environments.
The free option works… until it doesn't
Users praised Spotify's Free offering for its variety and accessibility, but frustrations with ads hinted at a readiness to convert if the right value were offered.
Willingness to pay is highly contextual
Users aren't necessarily unwilling to pay; they just need to understand the "why pay" to make it feel personally meaningful. "Value" encompasses more than just ad-free music; it also includes community, exclusivity, deeper access to artists, and lifestyle-fitting features.
Fandom is an untapped opportunity
Many participants expressed a desire to support their favourite artists, attend live events, or access exclusive content. This emotional connection could be a powerful lever for Premium.
The value of local insights
Listen deeply
Understanding local realities and nuances, to gather real-life insights
Analyse contextually
Interpreting within cultural diverse frameworks.
Design authentically
Creating for real people, not based on assumptions which we often get wrong.
Working on this study reminded us why we love doing UX research in emerging markets: with the complexity, the variety, and the ever-present need to listen deeply to local realities. Because when you understand what "value" truly means to users, you stop designing for assumptions and start designing for real people.
Take action with Mantaray Africa
Expert research
Our specialised team understands the nuances of culturally diverse markets
Actionable insights
Transform research into strategic product decisions for your business
Real user understanding
Connect with the actual needs of your target audience to ensure you build a product that customers love
Want to uncover insights like these for your product? Talk to Mantaray Africa today
Learn more about our other UX work across Africa!