In both those scenarios subscribers have to be converted into paying users. Most music subscription services think about their addressable market in terms such as total smartphone users with data plans, or in Apple’s case in terms of iTunes account holders. In these markets 35% of Amazon Prime subscribers are Amazon Prime Music or Amazon Prime Music Unlimited users. Amazon’s music streaming adoption is concentrated among 4 of its Amazon Prime markets: US, Japan, Germany and UK. This puts it significantly ahead of 4 th and 5 th placed players QQ Music and Deezer and gives it a global market share of 12%.īut Amazon’s achievement is even more impressive than it first appears. Amazon has around 16 million music subscribers (ie users of Amazon Prime Music and also Amazon Music Unlimited subscribers). Based on conversations with rights holders and other industry executives we can confirm that Amazon is now the 3 rd largest subscription service. So, in terms of pure subscription services, Amazon has the largest installed base of weekly active users.īut it’s not just in terms of active users that Amazon is making such headway. To the extent that Amazon Music is now the 2 nd most widely used streaming music app, 2 nd only to Spotify which benefits from a large installed base of free users to boost its numbers. We’ve been tracking weekly usage of streaming music apps on a quarterly basis since 2016 and we’ve seen Amazon growing strongly quarter upon quarter. That horse is not looking so dark anymore.

At MIDiA we have long argued that Amazon is the dark horse of streaming music.

Benefits of amazon music unlimited