Amazon is famously cagey when it comes to releasing meaningful numbers for its music services, but a well-briefed report by the Financial Times this morning offers some new numbers.
Amazon Music Unlimited streaming service has registered a staggering growth of more than 70% in the past year. Spotify has about 100 million subscribers but is only growing at about 25% per year. Only 5% of Spotify's users are in that category.
Ars Technica notes that the service's growth is helped in a big way by how widespread Amazon's smart speakers and Alexa devices have become. About 14% of subscribers to Amazon Music are aged 55 or older, compared with just 5% of Spotify's customers, while Amazon Prime Music has gained a strong foothold among consumers aged 45 to 54. Google has offered a variety of streaming services via YouTube that it has shuttered, rebranded, and shuffled around, making it hard to quantify the company's traction with music listeners.
Amazon Music is still relatively new in the music streaming market, but they're showing incredible growth in their short time around. "For the industry to reach its full potential", said Amazon Music vice president Steve Boom, "we can't just look at 15- to 22-year-olds".
As it turns out, with the way this works, Amazon isn't targeting the users that actually use Apple Music or Spotify, it is instead targeting older users.