Another insightful article from Stuart Dredge!
So what have we learned from Apple Music’s first 12 months, and how it it likely to evolve in the coming year – and beyond?
1) You don’t need a free tier to get people to pay
Apple’s main rival Spotify has always argued that its free service is a great way to persuade people to upgrade to a £9.99 monthly subscription. It has 30 million subscribers as evidence,. But by growing to 15 million subscribers in a year with no permanent free tier, just a three-month free trial, Apple Music has shown there’s an alternative way.
The assumption in the music industry that people needed at least six months using a free streaming service before they’d consider paying for it seems to have been wrong.
That may show the power of Apple’s brand – plus its ability to preload Apple Music on every iPhone and iPad with that free trial – rather than the sheer quality of its service. Still the speed of adoption is impressive.
Photograph: Bloomberg/Bloomberg via Getty Images