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Amazon Music Unlimited is growing faster than market leaders Spotify and Apple

13 July 2019

Apple services head Eddie Cue recently revealed that Apple Music has about 60 million subscribers.

The three biggest streaming services in the world. "People don't pay as much attention to it [as to Apple and Spotify], but it's been hugely effective".

The subscription costs also factor into consumer's decision to go with Amazon as they are lower than the competition.

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

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. In April this year, Amazon had more than 32m subscribers for its music streaming services, which includes both Prime Music and Amazon Music Unlimited.

One market that Amazon Music Unlimited is capitalizing on is older people. Amazon Music Unlimited is only $7.99 per month for Prime subscribers. They do generally support rival streaming music services, but users have to do at least a little work to make that happen, whereas if you ask Alexa to play a song like Heroes by David Bowie, the assistant will default to playing it via Amazon Music unless you actually request that the song be played from Spotify. If you are a student, you can get it for $4.99/month.

Ars Technica notes that the service's growth is helped in a big way by how widespread Amazon's smart speakers and Alexa devices have become. To that point, Midia Research's data showed that Amazon's service skews slightly older, with 14% of its users over the age of 55, compared to just 4% for Spotify. "For the industry to reach its full potential, we can't just look at 15- to 22-year-olds".