Spotify reports growth in SA jazz listenership as streams rise 20%

The streaming service said South African users generated nearly 175 million jazz streams over the past 12 months. Monthly streams have also risen by 15% since 2024, while user engagement has increased significantly. The number of listeners saving jazz content grew from more than 167,000 in 2021 to over one million in 2025, with total sales exceeding five million.

Spotify released the data alongside its participation in the Cape Town International Jazz Festival, which took place from 27 to 29 March at the Cape Town International Convention Centre. The platform promoted the event through a curated playlist linked to the festival line-up.

It also partnered with the Montreux Jazz Festival Franschhoek, offering an editorial playlist and hosting a Spotify for Artists masterclass aimed at supporting musicians in developing their digital presence.

Data from the festival period showed a link between live performance and streaming activity. Artists who performed during the event recorded increases in daily streams, including Fatoumata Diawara, whose streams rose by 36%, Nduduzo Makhathini at 33%, and Yussef Dayes at 22%.

Spotify said jazz in South Africa continues to attract a broad audience. Listeners aged 35 to 44 account for 23% of streams, followed by those aged 55 and older at 19%. Younger audiences aged 18 to 29 now contribute 26% of total streams, indicating growing cross-generational appeal.

The platform also reported that male listeners account for 63% of jazz streams, while female listeners represent 34%. Most streams originate from user-generated playlists, catalogue browsing and editorial features.

In terms of listening trends, South African audiences are engaging with a range of sub-genres beyond traditional jazz, including smooth jazz, jazz pop, nu jazz and soul jazz, as well as niche styles such as Christian jazz and jazz funk.

Among the most-streamed local jazz artists are Sipho Gumede, Jimmy Dludlu, Selaelo Selota, Zim Ngqawana and Moses Khumalo. Established figures such as Abdullah Ibrahim and Sibongile Khumalo also remain widely streamed.

Spotify said the data reflects continued growth in both consumption and engagement, with live events playing a role in driving digital listening.