Amazon Music Expected to Reach 35 Million Listeners in 2019

Posted on March 30, 2019 by Paul Thurrott in Music + Videos with 8 Comments

Source: eMarketer

Amazon Music doesn’t get a lot of attention, but it is most likely the third-largest digital music service by listeners.

That’s according to a new report from eMarketer, which expects Amazon Music to be the fastest-growing music subscription service this year, and through 2021.

“Amazon Music will cross 35 million monthly listeners in the US this year,” the report notes. “At a growth rate of 17.7 percent year over year, we expect it will grow faster than any other digital audio service in our forecast.”

The firm says that Amazon Music boasted over 30 million listeners by the end of 2018. By comparison, Spotify hit 87 million subscribers in late 2018 and Apple Music has over 50 million subscribers.

That said, the businesses are all quite different: Spotify offers paid and ad-supported subscriptions, Apple Music is paid-only, and Amazon Music is a free perk for those who subscribe to Amazon Prime. It has a limited library of just 2 million songs, compared to over 50 million for the other services.

(Amazon also offers a paid subscription service called Amazon Prime Unlimited that maps more closely to Spotify and Apple Music and offers access to over 50 million songs. But it’s not clear if eMarketer’s numbers include that as well.)

Put simply, Amazon Music’s usage can be tied directly to the success and popularity of Amazon Prime, which hit 100 million subscribers one year ago and is expected to reach half of U.S. households sometime this year. As I noted in Amazon’s Prime Advantage (Premium), this service is the online retailer’s number one advantage over other personal technology platform providers like Apple, Google, and Microsoft: It can combine digital and physical goods and services into a cohesive, ever-expanding offering.

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Comments (8)

8 responses to “Amazon Music Expected to Reach 35 Million Listeners in 2019”

  1. Chris_Kez

    I think part of the growth also comes from Echo devices which through which you can access the unlimited music version for just $5.

  2. jrickel96

    Considering that Amazon has over 100 million Prime subscribers in the US (according to CIRP), those numbers are not all that impressive if they just include the music you get with Prime It means only 30-35% of Prime users are listening.

    And some are like me - I've listened to a few songs occasionally because of ease of use, but my subscription is Apple Music. I'm sure that's even more true with Spotify.

    It does mean there's quite a bit of potential to grow, though growth will come at the expense of profits for Amazon since they will have to pay more royalites - so if Music listeners grow at a pace faster than overall Prime growth, margins will get smaller for Amazon. Which could lead to higher prices for the service.

  3. nbates66

    Well Amazon music had tracks I wanted that Spotify didn't so I found that to be a plus.

  4. bill_russell

    we have prime because of my wife but I'm not a big fan of Amazon lately. So, we are among the music "users" but I have no reason to use it, having Google Music family. I find the value of Google's offering a no brainer (becuase of the youtube benfits) but apparently relatively few others care for some reason.

    However, its good to see healthy competion for now anyway. I would hate to see Apple music become all-dominant. I'd rather see Spotify as the independant one be at the top if anyone.

  5. dallasnorth40

    Amazon Prime user here. Love the Android app and I've never been unable to find a track I was looking for. You can't beat the price if your a Prime customer.

  6. bluvg

    With YouTube Music--once they bring it to parity with Google PIay Music--I think this is Google's game to lose. The music available via YouTube (and sometimes only on YouTube) gives them an advantage no one else can offer. At the moment, though, the app is lackluster.

    Tried Amazon Music, but found it rather awful. The song selection is fine, but that's not much of a differentiator. However, all fall short when compared with YouTube Music.

  7. richfrantz

    I use the free version. Like it just fine.

  8. hoomgar

    I tried it when they ripped it out of Prime but no, I'm not paying them more than double to get back what they were giving me with my subscription before.

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