Nairobi has emerged as Africa’s leading city for music streaming among Generation Z, according to new data released by Spotify. The findings come as the music streaming platform launched Greasy Tunes, a new initiative aimed at celebrating African youth culture and the growing influence of local music.
The report shows that young listeners in Nairobi are spending more time streaming music than their counterparts in many other African cities. Gen Z, made up of people born between the late 1990s and early 2010s, is driving this growth by using streaming platforms to discover new artists, create playlists, and share music online.
Spotify says the listening habits of Nairobi’s youth reflect a generation that is digitally connected and open to different music genres. While Kenyan artists continue to enjoy strong support, listeners are also embracing Afrobeats, Amapiano, hip-hop, R&B, and international pop music.
The launch of Greasy Tunes is expected to give upcoming African musicians a bigger platform by connecting them with audiences across the continent. The initiative will feature curated playlists, live experiences, and collaborations designed to showcase emerging talent while strengthening Africa’s creative economy.
Music industry experts say the latest data highlights Kenya’s growing role as a cultural and entertainment hub. With increased smartphone ownership, affordable internet access, and a young population, Nairobi has become an important market for digital music consumption.
Local artists have welcomed the development, saying it presents new opportunities to reach wider audiences, earn income through streaming, and build international careers. They also believe initiatives such as Greasy Tunes will encourage more investment in Kenya’s music industry.
As streaming continues to reshape how people consume music, Nairobi’s Gen Z is proving to be at the forefront of Africa’s digital entertainment revolution, setting trends that could influence the continent’s music landscape for years to come