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

Yolanda Curtis
July 14, 2019

Amazon Music Unlimited is also less expensive than its rivals-$10 vs. $15 per month-and that price falls even further, to $8, for those with an Amazon Prime membership.

Shortly after Amazon got Taylor Swift, SZA and Dua Lipa to perform in light of their annual Prime Day sale, the Financial Times is reporting the number of subscribers to Amazon Music Unlimited has grown 70 percent in the past year.

Amazon is famously cagey when it comes to releasing meaningful numbers for its music services, but a well-briefed report by the Financial Times this morning offers some new numbers. Amazon Music Unlimited is only $7.99 per month for Prime subscribers.

"Amazon is the dark horse [in music]", Midia Research analyst Mark Mulligan told the publication. 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. Integration with Amazon's Alexa speakers has also been a big boon for the service.

They will be joining their streaming rivals, Apple Music, who launched their streaming service there years ago.

Perhaps the figure to focus on is that the three largest players in the music-subscription space now have at least 192 million subscribers.

"We're not battling for the same customers as everyone else", Amazon's Steve Boom confirmed. While only five percent of Spotify's subscribers are 55 years or older, Amazon Music has 14 percent of their users in this age bracket.

As part of their Back to School promo, Apple is offering students 6 months of free Apple Music, which is double the free trial period for non-students.

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