It’s been clear for some time that in terms of music subscribers, Amazon is now the third player globally behind Spotify and Apple Music. Could it have vaulted Apple Music into second place in the UK however?
That’s the conclusion of the latest report from research firm Kantar Worldpanel as reported by Music Week. Its Entertainment Retail Barometer suggests that in the four-week period to 1 July, Amazon Prime Music had a 3.8% market penetration in the UK, ahead of Apple Music’s 2.9% – Spotify now has “one in 10 British adults actively using the service” according to Kantar, so around 10%.
Amazon Prime Music is the part of Amazon’s streaming business that’s bundled in to a Prime subscription, of course, although Kantar specifies its penetration figures cover people who have actually streamed music in the last four weeks, rather than all Prime users who have access to it.
“Its offer of free music with Prime delivery has helped the platform double its number of active users since last year, surpassing Apple Music subscriber figures for the first time,” said Kantar analyst Giulia Barresi in a statement. It’s worth noting that Apple Music is growing too: its 2.9% penetration was up from just under 2.1% a year ago.