Tuesday, 23 July, 2019

Amazon Music Unlimited gaining subscribers faster than Spotify and Apple

Amazon Music has grown by more than 70% in the past year Amazon Music Growth Outpaces Spotify, Apple Music
Cecil Davis | 14 July, 2019, 02:13

According to Financial Times Amazon Music now has 32 million subscribers. But its competitive pricing structure as well as the popularity of the Alexa voice assistant are also contributing to the rapid growth of subscribers.

"Amazon is the dark horse [in music]", Midia Research analyst Mark Mulligan told the publication.

Amazon Music Unlimited streaming service has registered a staggering growth of more than 70% in the past year.

In comparison, Apple Music has around 50 million subscribers and Spotify leads the way with 100 million subscribers after growing its base by 25 percent past year. Amazon also offers a super-cheap subscription, at $4 per month, for those who want to listen only via a single Echo smart speaker.

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An Amazon executive actually commented about this news, pointing out that the company isn't trying to go after the same people as Apple Music and Spotify (oldsters, in other words). Only 5% of Spotify's users are in that category.

As it turns out, with the way this works, Amazon isn't targeting the users that actually use Apple Music or Spotify, it is instead targeting older users. Although relatively late to music streaming - Amazon Music debuted only in autumn 2016 - it appears the e-commerce giant is succeeding partly because of its brand recognition.

Commenting on the story, Amazon Music VP Steve Boom said, "We're not battling for the same customers as everyone else".

One market that Amazon Music Unlimited is capitalizing on is older people. "For the industry to reach its full potential, we can't just look at 15- to 22-year-olds", he added.