African telco MTN Nigeria and Tidal have announced a partnership which allows MTN users to access Tidal’s streaming service via their phones in a wide variety of short and long-term subscriptions.
In December 2018, MTN launched its own streaming service, MusicTime, in South Africa, which is sold on a per-minute basis: customers buy as many minutes of mobile music streaming as they need.
However, the new Tidal partnership in Nigeria offers music in a way more familiar to European and North American streaming users: time-based subscriptions. Plans are as short as three days’ access, which costs 120 Naira (about 25p), and a month’s Tidal access is 800 Naira (about £1.55). Tidal subscriptions can be bundled with MTN mobile data purchases – monthly access with data is 1,200 Naira (£2.35).
MTN Nigeria is one of Africa’s largest communications providers, and this partnership follows a similar bundle offered by MTN’s Ugandan company in 2018.
The music streaming ecosystem is blossoming across the continent as smartphones become ubiquitous, internet infrastructure rapidly improves, and data plans fall in price.
Both DSPs and telcos are finding country-specific solutions to encourage music fans to pay for music in a way that works for them. It’s no surprise that the IFPI recently said that it sees ‘big opportunity for growth’ to come in the region.