Amazon’s music-streaming services have often been underestimated, partly because of the company’s familiar reluctance to announce specific figures for their growth.
Now research firm Midia Research is trying to fill that gap in understanding with a significant claim: that Amazon is now the third largest music-subscription service globally.
Its latest report suggests that Amazon ended June with 16m subscribers and a 12% share of the global music-streaming subscribers market. That’s behind only Spotify (53m / 40% according to Midia’s calculations) and Apple Music (28.2m / 19%) but ahead of QQ Music and Deezer in fourth and fifth place.
“Amazon’s achievement is even more impressive than it first appears. Amazon’s music streaming adoption is concentrated among four of its Amazon Prime markets: US, Japan, Germany and UK,” claimed Midia. “In these markets 35% of Amazon Prime subscribers are Amazon Prime Music or Amazon Prime Music Unlimited users.”
Midia also provided some new stats for Echo smart-speaker sales. “Having sold an extra 3.3 million Amazon Echos on Prime day (Tuesday 12th) Amazon now has around 13 million Echos in consumers’ hands…”