South Africa, Feb. 13 -- South Africa and Nigeria: The radio giants

Nigeria stands out with an astounding Radio Multiple (RM) of 48, meaning songs receive 48 times more exposure on radio than on Spotify. In South Africa, where streaming adoption is higher but still limited compared to Western markets, the RM stands at 31. This means that an average song in the country's top 200 radio chart is heard 31 times more often on radio than in Spotify's top 200 chart.

These numbers highlight a significant reality: in countries where internet access, data costs, and streaming subscriptions remain barriers, radio is the primary avenue for music discovery and exposure. While Spotify dominates the streaming sector with a 32% global market share, it ...