Everyone’s sleeping on Amazon Music Unlimited

Amazon Music Growth Outpaces Spotify, Apple Music

Google has offered a variety of streaming services via YouTube that it has shuttered, rebranded, and shuffled around, making it hard to quantify the company's traction with music listeners.

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 a year ago. 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.

In comparison, Apple Music has around 50 million subscribers and Spotify leads the way with 100 million subscribers after growing its base by 25 percent previous year.

Spotify and Apple Music are facing increasingly tougher competition from Amazon when it comes to adding new paid subscribers to their services. For example, if you ask Alexa to play David Bowie's "Heroes" on a Sonos One speaker, Amazon's streaming music service will be used. Steve Boom, VP of Amazon Music, said they are not battling for the same customers as everyone else.

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While it may seem confusing how Amazon's streaming service is taking off like it is, it's not that surprising.

With more than 32 million subscribers, Amazon Music Unlimited is on pace to catch up to Apple Music's subscriber numbers in the next year or two. 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.

Instead of targeting younger demographics who have already become loyal to either Spotify or Apple Music, they're headed for an older market.

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