The Lower Eastern Times Opening The Third Eye
Nairobi’s Generation Z has emerged as Africa’s most active youth audience on Spotify, according to new data released by the streaming platform ahead of its Greasy Tunes cultural festival, which will run in the Kenyan capital from July 15 to 26.
The report shows that users aged between 18 and 24 accounted for 53.7 per cent of all Spotify streams in Nairobi during June 2026, the highest share among the African cities surveyed. Lagos recorded 44.4 per cent, while Johannesburg posted 29.9 per cent.
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Spotify says Nairobi’s young listeners are not confined to one musical style. Instead, they are embracing a wide range of local, regional and international genres, reflecting increasingly diverse listening habits.
Among the fastest-growing genres for Nairobi’s Gen Z audience was dancehall, which recorded a 95 per cent increase over the past year. Bongo Flava followed with a 75 per cent rise, highlighting the growing musical connection between Kenya and Tanzania. Kenya’s own Gengetone also continued to gain popularity, registering a 48 per cent increase.
Other genres also experienced strong growth, including Gospel music at 37 per cent, Amapiano at 34 per cent, R&B at 28 per cent, Afrobeats at 25 per cent and Afropop at 21 per cent. Drill music recorded comparatively slower growth of 6 per cent.
The data also reveals that genres commonly associated with older audiences are less popular among younger listeners. Deep house, jazz, classic country and rumba congolaise attracted lower engagement from Nairobi’s 18 to 24-year-olds compared to the overall streaming population.
Spotify further found that Nairobi’s Gen Z listeners have different listening habits from the city’s wider audience. While overall streaming peaks at around 6 p.m., users aged 18 to 24 are most active at midday, with the highest listening recorded at 12 noon.
Nearly 40 per cent of the group’s daily streaming takes place between 10 a.m. and 4 p.m., while another 30.5 per cent occurs during the evening. The platform also noted that young listeners remain highly active overnight, accounting for 55 per cent of all streams between 2 a.m. and 5 a.m.
Podcast consumption is also growing rapidly among Nairobi’s youth. Spotify says the city’s Gen Z podcast audience is 2.5 times larger than Lagos’ and 1.7 times larger than Johannesburg’s. Arts, Society & Culture, Comedy, and Health & Fitness are among the most popular podcast categories.
The findings coincide with the launch of Greasy Tunes, a 12-day festival celebrating music, fashion, food, sport, comedy, podcasts and youth culture. The event is designed to showcase how young Kenyans experience music beyond streaming by bringing together artists, creators, brands and fans through a variety of interactive activities.
The programme will feature live performances, the Fresh Finds emerging artist showcase, Nakili Sessions, Gospel and Alternative music nights, football watch parties, food experiences curated by Jikoni Studios, live podcast recordings by Mic Cheque and 30 Per Cent Pod, fashion showcases and creator-focused events.
The festival will conclude with a panel discussion on the future of Kenya’s creative industry before ending with a Strictly Soul celebration.
Spotify says the initiative reflects its continued commitment to supporting Kenya’s creative sector, promoting emerging artists and podcast creators, and strengthening Nairobi’s position as one of Africa’s leading digital music and cultural hubs.
