"Amazon is the dark horse [in music]", Midia Research analyst Mark Mulligan told the publication. Taking the competition head on before even launching, Spotify will offer music streaming for less than Apple do.More news: Von der Leyen courts lawmakers in bid to become Commission chief
The number of people subscribing to Amazon Music Unlimited has grown by about 70 per cent in the past year, according to people briefed on its performance.More news: Atletico chief Cerezo threatens Barcelona: 'We have evidence'
Streaming music in the USA is viewed by many as a two horse race between Apple Music and Spotify but as highlighted by a recent report from the Financial Times, it'd be foolish to count out the third place competitor. And while that is dwarfed by Spotify's subscriber base of 100 million, Spotify's growth is reported to be much lower at about 25% a year.
Spotify are planning to offer a monthly subscription for RUB 150 (roughly $2.35) whilst Apple Music is avaialble for RUB 169 (roughly $2.65). Although relatively late to music streaming - Amazon Music debuted only in autumn 2016 - it appears the e-commerce giant is succeeding partly because of its brand recognition. "[Amazon] have gone all in on [music]", said a senior music executive at one of the major record labels. "We see high engagement on their service". To that point, Midia Research's data showed that Amazon's service skews slightly older, with 14% of its users over the age of 55, compared to just 4% for Spotify.More news: Remembering the Apollo 11 moon landings 50 years on
"We're not battling for the same customers as everyone else", Amazon's Steve Boom confirmed.