This week, MIDiA published its annual music subscriber market shares report which shows that, Apple Music is second with 15% worldwide market share, as the global base of music subscribers continues to grow strongly.
The global base of music subscribers continues to grow strongly with 523.9 million music subscribers at the end of Q2 2021, which was up by 109.5 million (26.4%) from one year earlier. Crucially, this was faster growth than the prior year… Accelerating growth at this relatively late stage of the streaming market’s evolution is clearly positive.
Spotify remains the DSP with the highest market share (31%), but this was down from 33% in Q2 2020 and 34% in Q2 2019. With Apple Music being a distant second with 15% market share, and Spotify adding more subscribers in the 12 months leading up to Q2 2021 than any other single DSP, there is no risk of Spotify losing its leading position anytime soon – but the erosion of its share is steady and persistent. Amazon Music once again out-performed Spotify in terms of growth (25% compared to 20%), but the standout success story among Western DSPs was YouTube Music, for the second successive year. Google was once the laggard of the space, but the launch of YouTube Music has transformed its fortunes, growing by more than 50% in the 12 months leading up to Q2 2021. YouTube Music was the only Western DSP to increase global market share during this the period. YouTube Music particularly resonates among Gen Z and younger Millennials, which should have alarm bells ringing for Spotify, as their core base of Millennial subscribers from the 2010s in the West are now beginning to age.
But the biggest subscriber growth came from emerging markets. Between them, Tencent Music Entertainment (TME) and NetEase Cloud Music added 35.7 million subscribers in the 12 months leading up to Q2 2021.
Global Streaming Music Subscription Market, Q2 2021
MacDailyNews Take: These figures date back to the second quarter of 2021, so they do not reflect changes Apple Music made to add lossless-quality and spatial audio streaming features (launched at the start of the third quarter in June 2021) for which Spotify had, and continues to have, no answer.
Apple Music took the No.1 spot from Spotify in the U.S., the world’s top music market, in late 2018/early 2019.
Apple Music launched on June 30, 2015. Spotify launched on April 23, 2006.
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