Twice as many people listen to music on Amazon Prime than on Apple Music, Spotify Premium combined
Amazon, despite a low profile, has its quietly become a powerful player in the streaming arena and a new survey unveiled it is getting the lion's share. Indeed, 16% of respondents listened to music on Amazon Prime Music in May 2016, according to a new Cowan survey: that puts Prime Music, which comes as part of Amazon's Prime package, as the second most used paid music service, behind satellite radio at 22%, and above Spotify’s paid Premium tier at 7% and Apple Music at 6% (showing a worrying churn rate).
Cowan analysts John Blackledge and Tim Arcuri wrote:
Prime Music was the only on-demand streaming service to crack the top five of the main sources of music for the 4 age cohorts 35+. [...] Given the increasing competitiveness within the on-demand streaming industry, focusing or ‘owning’ a specific niche, like a particular age group, may not be a bad strategy. It is unclear if this has been Amazon’s strategy or the byproduct of its Prime member base.