News - 27/10/2015

Amazon Prime Music has ‘several million’ monthly users

Amazon Prime Music has ‘several million’ monthly users

When Amazon Prime Music was released in 2014, its limited catalogue made it look like a service that could only appeal a small subsection of music users. 

Now, after expanding beyond the US (it launched in the UK earlier this year) and adding key artists from the Universal Music catalogue, the service looks like much more compelling competitor to the offering of standalone music streaming services. 

This was confirmed by Billboard’s interview with Amazon’s VP of Digital Music Steve Boom, who stated: 

Prime Music has several million people using it on a monthly basis, and it’s been growing consistently since we launched.

“Several million’ is a big number, and - depending on actual figures - it could make Amazon Prime Music the second or third biggest subscription streaming service in the world, second only to Spotify and Apple Music. 

Amazon has done three things right: it focused on curation, providing plenty of playlists to choose from, it enabled users to upload their own music on a separate locker - which means they won’t miss the music they are really passionate about - and it integrated Prime Music into the Amazon Fire TV and dongle in a very big way, so that it is immediately below the popular Amazon Prime Video content. 

This could prompt a number of users to play around with the service and put a playlist on once they’re done with the video service. 

Boom states that it is not Amazon’s ambition to have a 30-million songs catalogue, but to give its users a great music experience that enables music to be discovered. The company is also working on a number of Amazon Originals music projects that will be exclusive to Prime Subscribers. This strategy mirrors on a small scale that adopted on a large scale in Amazon’s video production ventures, and whilst still in its early stages it could expand over the coming years.

Amazon Prime Music is still far from being a service for everyone, and those looking for the latest releases will still have to look elsewhere. However it is becoming increasingly appealing to those that are already paying for Amazon Prime and who are looking to fill a day with ad-free music.

 

(Andrea Leonelli)

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