We’re expecting a new milestone for Apple Music subscribers to be announced on 12 September at the iPhone 8 launch. If the service’s growth has held steady, it should have reached 30 million subscribers by then.

Ahead of that event, a pair of surveys in the US have provided more data on how Apple Music is catching on.

MusicWatch makes the (admittedly un-shocking) claim that Apple Music is the most popular paid music-subscription service for American iOS users, growing from 13% penetration in the first half of 2016 to 21% a year later.


In the same period, MusicWatch claims that Spotify grew from 10% to 13% of iOS users. However, when MusicWatch analysed time spent listening to music on iOS in the US – listening hours on paid subscription services – Spotify had a 32% share ahead of Apple Music’s 23%, with Amazon’s subscription services on 13% and Pandora’s on 11%.

Remember, none of these figures include Spotify’s free tier.

The second survey came from research firm Fluent, which claims that Apple Music is used by 19% of ‘Gen Z’ music subscribers, compared to 17% for Spotify and – this is interesting – 10% for YouTube Red.

“For those aged 35+, a third of the U.S. adult population owns an iPhone, but that rises to the majority – 52% – of Gen Z,” claimed 9 to 5 Mac in its report on Fluent’s findings.

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Music Ally's Head of Insight

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