33 percent of current Apple Music users were encouraged to start purchasing or purchase more downloads from iTunes. Apple Music users could be turning to iTunes purchases to get access to music that isn’t available to stream on Apple Music.
40 percent of iOS users are still purchasing downloads from iTunes. It seems that Apple Music is not yet cannibalizing iTunes downloads, as was originally anticipated. In fact, Dr. Dre’s latest album, an Apple Music/iTunes exclusive, was streamed 25 million times and it sold 500,000 downloads.
Why this matters: Shortly before it launched, Apple Music was touted as a “Spotify killer,” perhaps by Apple’s alleged efforts to squash the competition. But as this survey shows, Apple Music is off to a good start and not necessarily at the expense of other streaming services like Spotify and Pandora. Very few survey respondents claimed to have stopped using their preferred online radio or streaming service because of Apple Music. If Apple Music is to become a successful service, it will be because it managed to lure iOS users who were completely new to streaming.
In terms of comparing Apple Music to Apple’s other music offerings, however, the stats show there is still a lot of room for growth. While only 11 percent of iOS users are using Apple Music, 40 percent have made purchases from the iTunes Store. That gap will be more difficult to bridge once Apple Music becomes a paid-only service, with free trials starting to expire September 30.
“That’s the disadvantage of not being the first mover in a market where very good services currently exist,” said Russ Crupnick, managing partner of MusicWatch.
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