Amazon Music The Dark Horse Comes Out Of The Shadows
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The 20,000 Foot View: Back in the days when online music meant online CD sales, Amazon was the king. Then, along came Apple with iTunes music store and Amazon saw the throne snatched from its hands. No sooner had Apple started to enjoy its reign that Spotify came along to usurp the throne. Now streaming’s game of thrones is experiencing another plot twist, with a resurgent Amazon battling for supremacy with an ambitious streaming music strategy that owes a considerable debt of gratitude to Apple for strategic inspiration. Throughout the emergence of the streaming market, Amazon has played the role of a dark horse, skulking on the side lines. Now, Amazon is out of the shadows, and revealing its potential to be one of streaming’s biggest players.
Key Findings
- Global music grew by million to reach in June 2017 from million December 2016
- Since 2014 has largely maintained its market while Amazon accelerated from position third place with million subscribers
- Of the six streaming subscription services, only and Deezer are ‘pure play’ dependent solely upon streaming for
- Amazon is an Apple’ with its content, and hardware ecosystem built around
- Amazon’s household focus makes it well placed target the over demographic
- Over make just of subscribers, under the
- The battleground home speakers will be among aged and upwards
- Amazon Prime employs the three Cs of content: context, curation and convenience
- Amazon Prime sits at in the US, Germany, in Japan, and in UK. Echo penetration in the is and in the UK
- Amazon is its addressable market better than competitors: of Prime subscribers are Music users
- With peak approaching in many major music Amazon’s targeting of more mainstream older consumers will be crucial driving further growth
Companies and brands mentioned in this report: Access Industries, All Access Entertainment, Amazon, Amazon Prime Music, Anghami, Apple, Apple Music, Believe Digital, Bose, Deezer, Google, iPad, iPhone, iPod, iTunes, Kakao Talk, Kobalt, Leon Entertainment, MelOn, Music Glu, Panasonic, Pandora, QQ Music, Samsung, Sirius XM, Songkick, Sonos, Sony, Spotify, Tencent, Tesla, Warner Music