Spotify inks deal with Kenya’s Telkom, EABL

Swedish audio streaming service Spotify has entered into partnership with Telkom Kenya Ltd and the East African Breweries Ltd, just a month after making entry into Kenya and four other African countries.

The deal will enable Telkom Kenya Ltd and the EABL to ride on Sportify’s ad-supported free tier to reach more potential customers.

“Fully localised, the Spotify platform offers advertisers a diverse selection of ad experiences based on campaign goals and how users are engaging with the platform, including audio, video and display,” it said in a statement.

The firm, which launched in Kenya February, is listed on the New York Stock Exchange.

Kenyans join the over 345 million monthly active listeners to stream popular music and podcasts on the free platform. The platform also has a premium subscription that offers ad-free streaming.

Unlike other popular web-based services such as Google and Facebook, the service has geographical restriction with consumers accessing its services where the Swedish firm has set shop. This is partly because the company licenses content producers and artistes which requires physical presence.

Before coming to Kenya, Spotify was only available in South Africa, Morocco, Egypt, Algeria and Tunisia, where it started operations in 2018, on the continent.

The firm has also expanded to Nigeria, Ghana, Uganda and Tanzania as it looks to enter other markets in the region.

Aside from Telkom and the EABL, the entertainment company has partnered with Tanzania and Uganda, Guinness Nigeria Limited in Nigeria, and Guinness Ghana Breweries in Ghana.

These select brands will adversise on Sportify free in the region.

Spotify joins other streaming apps in the market including Apple Music, BoomPlay and Deezer.

The company, founded in Sweden in 2008, streams across 93 markets spread in all the continents.

It has spent hundreds of millions of dollars to boost its podcast range, which now has more than 2.2 million podcast titles, including “The Michelle Obama Podcast” and one by Prince Harry and his wife, Meghan.

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