Apple Waging War on Spotify and Pandora
The newest kid on the streaming music block has big challenges ahead
As the audio landscape continues to become more competitive and online streaming properties attempt to steal share from traditional terrestrial radio, consumers have an increasing number of options to satisfy their listening needs. Apple is the latest company to join the field, with Apple Music hitting the market on June 30. The streaming music service is waging war against the biggest players in an already crowded marketplace. While it remains to be seen if Apple can break through the clutter and take on the likes of Pandora and Spotify, marketers are also standing by to see whether Apple will provide opportunitiesto reach consumers in a new and impactful way.
Though traditional radio still reigns supreme in terms of overall reach and time spent listening, more than half of all Americans now stream audio on a weekly basis according to Edison research, and that number is expected to continue growing. By 2019, eMarketer reports 57.7 percent of the U.S. population and 69.2 percent of Internet users will be using digital radio. Major players like Pandora, Spotify and Google Play Music currently lead the pack. Apple Music promises to provide premium music content at an affordable cost to consumers, in a way that its competitors cannot.
As Apple dives into an already mature streaming music space, it’s taking some bold steps to present consumers with a competitive package of streaming services. In an effort to entice new consumers, Apple is offering...