If you asked people what the most popular music subscription service was in the US, Spotify and Pandora would dominate the answers.

Yet a new report from Parks Associates reveals a dark horse: Amazon Prime Music. It claims that Amazon’s streaming service, offered as part of its wider Prime membership program, is used by 10% of US broadband households – ahead of Pandora One (6%) and Spotify Premium (4%).

With an estimated 97.6m broadband households in the US, that suggests just under 9.8m American Prime Music users compared to 5.9m on Pandora One and 3.9m on Spotify.

Amazon famously doesn’t announce specific numbers, so it’s the first indication of the popularity of Prime Music – albeit backed up by anecdotal evidence from labels talking to Music Ally about the service’s growth.

However, the Parks Associates report also reinforces the comparison between free and paid streaming: while 26% of US broadband households have a music subscription, 40% use free services. That gap is smaller than many in the industry would expect, though.

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