Amazon Music is dominating Spotify in subscriber growth

Amazon Music has grown by more than 70% in the past year

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.

"Amazon is the dark horse [in music]", Midia Research analyst Mark Mulligan told the publication.

Amazon Music Unlimited has been making huge strides as of late. And it's not resting on its laurels, now offering four months for 0.99p ahead of Amazon Prime Day. In April this year, Amazon had more than 32m subscribers for its music streaming services, which includes both Prime Music and Amazon Music Unlimited. 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.

As competitors continue to introduce new features and more detailed interactivity, Amazon executives have outright said that Amazon Music is a "mainstream music-streaming service for the mainstream music fan".

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Perhaps the figure to focus on is that the three largest players in the music-subscription space now have at least 192 million subscribers. And of particular note for marketers, analysis of Amazon's music streaming user base shows that the company attracts a much higher proportion of older consumers than rival services.

"We're not battling for the same customers as everyone else", Amazon's Steve Boom confirmed.

As part of their Back to School promo, Apple is offering students 6 months of free Apple Music, which is double the free trial period for non-students. "For the industry to reach its full potential, we can't just look at 15- to 22-year-olds", he added.

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