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.