Why is Amazon’s subscription service claiming so many more new signups than Spotify and Apple Music?
clone, entering far too late in the game. But the e-commerce company’s efforts in music are quietly shaping up to be major drivers in the industry.the Financial Timesthat the number of people subscribing to Amazon Music Unlimited — which complements Amazon’s more limited Prime Music offering — has grown 70 percent in the last year. While Spotify dominates the market in pure subscriber count, its rate of growth in subscriptions lags behind at just 25 percent.
Amazon understands the value in catering to the middle-of-the-road consumers — the ones who stream music only casually, the people who care foremost about being able to use their smart speakers as radios — and has positioned its two music-streaming services as utilities rather than innovations.
While competitors are scrambling to differentiate themselves with bold new features or deeper interactivity, Amazon executives have that Amazon Music, both in its Prime and Unlimited versions, is simply a “mainstream music-streaming service for the mainstream music fan.” It’s no grand vision, but it works — and very well, at that.
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