November 16th, 2022, Lesley Simeon
Amazon has announced that its Prime members will now join customers paying for Amazon Music Unlimited in being able to access its 100-million strong music library – at no extra cost. So far, Prime members had access only to 2 million songs. Along with the additional music, members can also listen to Amazon’s top podcasts ad-free. Currently, an Amazon Prime membership costs $139 per year, while Amazon Music Unlimited costs $10 a month for non-Prime members and $9 for Prime members.
So if Amazon is anticipating poaching users from other services with this offer, where are they likely to come from?
According to YouGov Profiles - which covers demographic, psychographic, attitudinal and behavioral consumer metrics – 41% of Amazon’s regulars opt for YouTube to listen to music, while 28% of them prefer Spotify. 26% of Amazon’s customers and 23% of the general US population already use Amazon Prime Music. Similarly, 6% of Amazon’s current customers and 7% of the general US population currently use Amazon Music Unlimited.
20% of Amazon’s current customers do not use online music services. 17% of the general population does not use online music services either.
By throwing open its entire music catalogue to Prime members, the company might boost the number of consumers subscribing to its Prime membership or even encourage Prime members to pay an extra $9 a month to access music-listening features particular to Music Unlimited.
Similarly, Amazon might even succeed in getting customers who currently do not use online music services interested in its music-focused offerings.
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Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for the US is nationally and weighted by age, gender, education, region, and race. Learn more about Profiles.