No more do I miss the CD player in my car, because I have access to millions of songs through the Prime Music app on my phone. Now that we do use Amazon Prime Music, I'm in hook, line, and sinker. And despite having used Amazon Prime for ordering everything from cat litter to batteries to mouth wash since 2006, I didn't start using Prime Music until last year even though I had access to it for years before that. For some reason, it took me forever to adopt wireless headphones while jogging. I bemoaned the fact that a car we bought in 2018 didn't have a CD player.

In a lot of ways, I'm kind of old school about things. According to Midia, only five percent of Spotify’s customers are 55 or older, compared to 14 percent of Amazon Music customers.By clicking ‘Sign up’, you agree to receive marketing emails from InsiderĪs well as other partner offers and accept our Instead, it’s been targeting older consumers, especially those who fall in the space between the record-store generation and the streaming youngsters. The reason for Amazon Music’s furious growth? It doesn’t go after the obvious demographic of young music fans, many of whom are already loyal to their Spotify and Apple Music logins. Midia Research music analyst Mark Mulligan noted to the FT that Amazon Music is the “dark horse” of streaming services and that “people don’t pay as much attention to it, but it’s been hugely effective.” While Spotify dominates the market in pure subscriber count, its rate of growth in subscriptions lags behind at just 25 percent. But the e-commerce company’s efforts in music are quietly shaping up to be major drivers in the industry.ĭays after Amazon enlisted Taylor Swift, SZA and Dua Lipa for a high-profile concert trumping its annual Prime Day sale, the Financial Times is reporting that the number of people subscribing to Amazon Music Unlimited - which complements Amazon’s more limited Prime Music offering - has grown 70 percent in the last year.

When Amazon rolled out a standalone music-streaming service in 2016, the music business largely dismissed it as yet another Spotify clone, entering far too late in the game.

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