In the overall music streaming landscape, Apple Music is at the bottom of the barrel. If you included free services like YouTube, Pandora and Amazon Prime Music, along with Spotify, Apple Music ranks dead last with a 10-percent market share.
Apple Music is the only service not to offer a free tier, something even Spotify does. Moving toward paid subscription services, Spotify still bests Apple Music overall, but in the younger demographic, Apple is hugely popular coming in first place for kids between 18-35.
According to a new survey by The Fluent, which questioned 1,900 adults in the U.S., Apple Music is the top-ranked paid music subscription service with Gen Z (18-24) and Millennials (25-34), with 19-percent and 14-percent shares. That tops Spotify’s 17-percent and 9-percent take.
Among the categories all streamers find most important, at the top is the ability to listen offline, followed by ad-free music, personalized playlists and sharable playlists. Each streaming service offers most, if not all, of these features.
This is a big coup for Apple. Streaming has become the way to listen to music nowadays. Staking a strong reputation with younger kids will keep Apple Music popular. But it’s not popular just because of its iPhone integration, Android app and marketing. Apple is offering a fantastic deal that has forced its competition to respond.
Normally, the regular Apple Music subscription runs for $9.99, but Apple is offering it for $4.99 to students. Amazon has responded with a $4.99 student plan of its own after a 6-month deal for $1. Spotify just teamed up with Hulu to offer a joint-subscription for students to both services for $5.
Stacked against the competition, Apple’s deal isn’t as enticing, but for the time being, it’s still number one with younger kids. Time will only tell is Amazon and Spotify’s deals can lure them away.