EXPANDING THE APPLE MUSIC BRAND
Whatever service you subscribe to, it’s hard to
deny that Spotify single-handedly created the
streaming market that exists today. However,
thanks to Apple Music’s deep integration within
the iOS ecosystem and a seemingly unlimited
pot of money for marketing and sponsorship
campaigns, including funding music videos
for stars such as Lady Gaga and Selena
Gomez, Apple Music continues to climb the
ranks. At the end of the first quarter of 2020,
there were more than 400 million paying
music streaming service subscribers around
the world, with Spotify and Apple Music
owning a 32% and 18% share of the market
respectively. Others are catching up, however,
with Amazon and Tencent commanding a 14%
and 11% share of the market each. Apple Music
TV, and the rebranding of Beats 1 to Apple Music
1, is undoubtedly an exercise in brand building,
encouraging consumers to make the switch
from rival services. Apple continues to expand
the service, launching in new countries across
Africa, Asia, Europe, the Middle East, and
Oceania earlier in the year, and ongoing ad
campaigns and extended free trial periods for
students and Verizon customers.