Amazon Music is now growing faster than Spotify and Apple Music

Lula Sharp
July 13, 2019

Nevertheless, that rate of growth means the service is actually growing faster than the big boys in the space, which certainly sounds impressive on the surface but is to be expected when you're talking about a small entity's growth rate compared to much larger ones. In April this year, Amazon had more than 32m subscribers for its music streaming services, which includes both Prime Music and Amazon Music Unlimited.

Spotify and Apple Music are facing increasingly tougher competition from Amazon when it comes to adding new paid subscribers to their services. Accordingly, per the Midia data, 14% of Amazon Music users are actually older than 55, so there's that. And it's not resting on its laurels, now offering four months for 0.99p ahead of Amazon Prime Day.

In contrast, Spotify now dominates the market in overall subscribers but their growth rate sits far behind at 25 percent.

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Midia Research credits the rapid growth of Amazon Unlimited Music to the proliferation of Amazon Echo smart speakers and other devices with Alexa.

As competitors continue to introduce new features and more detailed interactivity, Amazon executives have outright said that Amazon Music is a "mainstream music-streaming service for the mainstream music fan". You have to say "Play David Bowie's "Heroes" on Spotify" to get a different result. Amazon also offers a super-cheap subscription, at $4 per month, for those who want to listen only via a single Echo smart speaker. Amazon has a long history of selling CDs, but the company was late to the streaming sphere, launching Amazon Music in autumn 2016 - eight years after Spotify premiered. "For the industry to reach its full potential, we can't just look at 15- to 22-year-olds".

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