African super app ayoba has reached a new milestone – surpassing 30 million monthly active users
This achievement is a testament to the app’s growing popularity, particularly in focus territories such as Nigeria, Ghana and Côte d’Ivoire. ayoba has also successfully broadened its user base into new markets, such as Kenya and Tanzania, contributing to its rapid growth since passing the 25M MAU mark in May 2023.
“ayoba’s growth reflects our commitment to delivering valuable, user-focused services. This achievement is a significant step in our ongoing journey to deepen connectivity and digital inclusion across Africa and signifies the trust and reliance users have placed in ayoba as a platform that enriches their daily lives. It also serves as a catalyst for further innovation as we continue to enhance the app’s features to meet the diverse needs of our growing user base,” remarked Jens Schulte-Bockum, MTN group chief operating officer.
In 2023, ayoba focused on enhancing communication and content features. These have been well received, as evidenced by a notable increase in music streaming, messaging, and overall user retention. Card Views in the channels vertical have soared, with users viewing over 200M cards this year alone, focusing on news, sports, and comedy. Ayoba also recently announced its first commissioned video drama series, ‘Nite Nite’, produced in Ghana and its inaugural African games, produced by Usiku Games in Kenya.
“Our plan for the year is rolling out strongly, “explained CEO Burak Akinci. “ We’re incredibly grateful for the trust and engagement from our growing community of users. Our strategic execution this year has been laser-focused on what matters most to them. The positive market response validates our approach to offer user-centric features and localised content. As we look ahead, our immediate focus is on an enhanced gaming experience set to pilot in South Africa. This is part of our broader vision to make ayoba an integral part of daily life across the continent.“
The introduction of the new ‘Explore’ landing page marks a significant advancement for the Android version of the app.
In line with its commitment to sustainable long-term impact in key markets, ayoba continues to advance its integrated ecosystem development approach revolving around the MicroApps vertical. This quarter has seen the launch of a key initiative in Nigeria, the ayoba SME Accelerator programme. Specifically designed to digitise, empower, and accelerate the growth of small businesses, the program aims to foster innovation, enhance competitiveness, drive growth, and create sustainable employment opportunities.
