Amazon Music Growth Outpaces Spotify, Apple Music

Lawrence Kim
July 12, 2019

Amazon's premium music streaming service, Amazon Music Unlimited is now growing faster than its rivals, Spotify and Apple Music.

The number of people subscribing to Amazon Music Unlimited has grown by about 70 per cent in the past year, according to people briefed on its performance. Google has offered a variety of streaming services via YouTube that it has shuttered, rebranded, and shuffled around, making it hard to quantify the company's traction with music listeners.

Streaming music in the United States is viewed by many as a two horse race between Apple Music and Spotify but as highlighted by a recent report from the Financial Times, it'd be foolish to count out the third place competitor. But Amazon could surpass Apple Music if the current growth rates hold.

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

Amazon Music Unlimited has been making huge strides as of late. Integration with Amazon's Alexa speakers has also been a big boon for the service. Almost 14% of Amazon Music's subscribers are 55 or older. "For the industry to reach its full potential, we can't just look at 15- to 22-year-olds", he added. Spotify and Apple Music have been on the market much longer, and brands tend to see diminishing returns on marketing investment as they saturate the market over time.

Midia credits Amazon's success to its "ubiquity" with consumers and the Alexa/Echo smart speaker technologies, which have proven popular with its customers.

Other reports by Click Lancashire

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