According to the latest report from research firm Kantar Worldpanel, in terms of music subscribers right now Amazon is now the third player globally behind Spotify and Apple Music in the UK. Moreover, "Music Week"'s Entertainment Retail Barometer suggests that in the four-week period to 1 July, Amazon Prime Music had a 3.8% market penetration in the UK, ahead of Apple Music’s 2.9%.
Amazon Prime Music is the part of Amazon’s streaming business that’s bundled in to a Prime subscription and its penetration figures cover people who have actually streamed music in the last four weeks, rather than all Prime users who have access to it. Kantar analyst Giulia Barresi explained:
Its offer of free music with Prime delivery has helped the platform double its number of active users since last year, surpassing Apple Music subscriber figures for the first time.
It’s worth noting that Apple Music is growing too: its 2.9% penetration was up from just under 2.1% a year ago.
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