Amazon Music Unlimited is only $7.99 per month for Prime subscribers.
The subscription costs also factor into consumer's decision to go with Amazon as they are lower than the competition.
Midia Research credits the rapid growth of Amazon Unlimited Music to the proliferation of Amazon Echo smart speakers and other devices with Alexa.
Amazon is famously cagey when it comes to releasing meaningful numbers for its music services, but a well-briefed report by the Financial Times this morning offers some new numbers.
Amazon has plans for an Echo for music lovers
Amazon's new Echo device could come in response to the growing competition from the likes of Google, Sonos One , Apple and more. The report describes the robot as a waist-high device that can navigate its surroundings using computer vision cameras.
By contrast, Spotify, the world's largest streaming service with 100m subscribers, is growing at about 25 per cent a year. Midia data shows that 14% of Amazon Music users are older than 55.
A report in UK-based Music Business Worldwide notes a job ad for a Los Angeles-based Reality Formats Lead at Spotify, who will oversee the company's exclusive content strategy within the "Reality" category. Throw in Tencent Music (28.4 million paying users for its online-music services at the end of March) and the total grows to more than 221 million from the top four players - with Tencent and Spotify yet to update their figures for the second quarter of 2019. "We're not battling for the same customers as everyone else", said Steve Boom, head of Amazon Music.
As part of their Back to School promo, Apple is offering students 6 months of free Apple Music, which is double the free trial period for non-students. Unless you specify to Alexa that you want music played through Spotify or Apple Music, Alexa will default to Amazon Music. "For the industry to reach its full potential, we can't just look at 15- to 22-year-olds", he added.
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