Its music service with its focus on local content leads the growth towards the milestone
MTN-backed super-app ayoba now has more than 20-million monthly active users, double that of a year ago. The milestone indicates progress by Africa’s largest mobile operator with its new lines of business premised on services such as mobile money and instant messaging.
A super-app aims to be a one-stop shop for the user, with services ranging from connectivity, entertainment, shopping and finance. “We will continue to develop what is a robust messaging service in ayoba, that continues to offer new functionalities, a free music service that has grown to millions of streams, high quality games, a wide range of channels with curated local content, and hundreds of new MicroApps.”The company says growth was led by its music streaming service, which focuses on local content. Streams were up 174% in 2022.
The platform, originally billed as an instant messaging service to rival Meta’s WhatsApp — is available globally but with a focus on Africa. Key markets for the app include Nigeria, Cameroon, SA, Ghana, Ivory Coast, Uganda and The Republic of Congo, where MTN has operations.
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