A new report from The Financial Times Today, Amazon Music Unlimited has become the fastest growing streaming music service, outpacing both Spotify and Apple Music. This comes after Apple Vice President Eddy Cue recently confirmed that Apple Music has reached 60 million subscribers.
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According to the report, Amazon Music Unlimited has grown about 70% over the past year. In April, Amazon Music Unlimited and Prime Music had 32 million subscribers. The integration of Amazon's low-cost Alexa products is at the heart of Amazon Music's growth.
However, Amazon has gained momentum in recent months, propelled by its omnipresence among consumers, and Alexa, its popular intelligent assistant, who can play music through voice commands addressed to his wireless speaker Echo. "[Amazon] have done everything [music], "Said a senior music executive at one of the major labels. "We are seeing a high commitment of their service."
Amazon Music Unlimited runs at $ 10 a month, like Apple Music, but drops to $ 8 a month for Prime members. Plus, it drops to $ 4 a month if users listen only through an Echo speaker. For its part, Amazon claims to target a different audience than Apple Music and Spotify:
About 14% of Amazon Music subscribers are 55 or older, compared to only 5% of Spotify's customers, said Midia. "We are not fighting for the same customers as everyone else," said Boom. "For the sector to reach its full potential, we can not limit ourselves to 15-22 year olds."
Eddy Cue confirmed last month that Apple Music now had 60 million paid subscribers. In the meantime, Spotify has recently confirmed that it has more than 100 million paying users. Last summer, Apple Music had 40 million users, which suggests a growth of 20 million compared to last year. This is a growth rate of 50%, lower than Amazon's supposed 70% rate.
The logical counter-argument is that Amazon has more room for growth – hence faster growth. In addition, the percentage of subscribers at the rate of $ 4 per month is not clear, while he pays $ 10 for full access. Nevertheless, Amazon's strategy of focusing on low-cost Alexa devices seems to work at least in some respects.
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