Apple Music Five Weeks In – 11 Million Subscribers and Counting

Apple Music Logo

Apple Music has now been out for five weeks, releasing at the end of June, and in that time it has seen considerable success, considering it’s late entry into the world of online music streaming, garnering 11 million users onto the free 3-month trial of Apple Music.

Eddy Cue, Apple’s senior vice president, said: “We’re thrilled with the numbers so far,” going on to say that of their 11 million users; 2 million of them have signed up for the family plan for $14.99 a month.

Streaming services have seen their all-time high so far this year with records being broken month upon month, so Apple has clearly joined at the opportune time. The giant momentum in streaming services is primarily due to younger consumers whose preferences tend towards renting and sharing rather than full ownership. Consumers find the ability to access services for free especially appealing however show that they’re willing to pay with the success of Spotify Premium, Tidal and other successful subscription services for music streaming.

Of course Apple Music had to bring something new to the table to rival the plethora of other services, especially launching almost a decade after Spotify, and it did. Apple Music’s crown jewels come in the shape of it’s industry expert run radio station – Beats 1, featuring shows from massively successful artists and DJ’s from Dr. Dre to Zane Lowe, as well it’s specially curated playlists.

Eminem with Zane Lowe for his first show on Beats 1
Zane Lowe’s Beats 1 debut, last month, featured Eminem

As can be expected with the launch of an entirely new service there have been issues, but these have centered around functionality more than content. Eddy Cue, Apple’s senior vice president, says: “we’re aware that some users have experienced some issues, and we hate letting them down, but we’re releasing updates as fast as we can to address those issues.”

Apple still has a long way to go to catch up with it’s primary rival Spotify, which has 75 million users with 20 million of those paying for the premium service, especially if Apple wishes to accrue 100 million subscribers as reports indicate Apple intend to do, but it seems they’re off to a running start.

Apple Music is available now on iOS devices, Mac, PC in over 100 countries and is expecting a release on Android later this year. You can start your free, 3-month trial here.

Head of Social Media and Marketing, RouteNote

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