Amazon’s music boss Steve Boom has been talking about the company’s growth in music-streaming, amid its new marketing campaign that focuses on ‘voice’ – both in singing and Alexa voice-control terms.

“We definitely won’t let Alexa launch in another language without having a music service there. The corollary is not always true: We may launch a music service before Alexa gets there,” Boom told Billboard.

“But we’re just doing this huge ad campaign around Alexa as the centerpiece of our music service because we think voice is so important to the customer experience in a music service that it obviously makes sense for us to be correlated with where Alexa is expanding to.”

Boom added that Amazon sees strong growth around the world, albeit (unsurprisingly) without any figures. “I can’t talk specific countries, but I know where we stand and we’re right up there in a leadership position everywhere. I can tell you it’s growing really quickly,” said Boom.

Amazon is now thought to be a strong third among global music-streaming services for subscribers, although the last widely-shared figure for its number of subs (16 million) is now more than a year old, with Amazon saying only that it now has “tens of millions”.

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