Skip to main content

Ten Million Can Be Both A Small And Big Number

According to sources in the music industry, music website Hits Daily Double has calculated Apple Music's take-up in its first month at ten million subscribers.

That number probably gives it second place behind Spotify in the music streaming business, which is pretty good.

It's also pretty dismal.

Apple has over a billion iOS devices out there, with at least half of them in countries where the Apple Music free trial is available. That's a conversion rate of just 2% if we take the kindest cut of numbers. On a free service that Apple has launched heavily. To a loyal market and with no real entrenched competition.

It's less popular than a free U2 album.

So what has gone right and what's gone wrong? Plenty of bad publicity for a start, and that from loyal Apple hacks who usually turn a blind eye to the company's missteps.

Apparently you mess with a man's music library at your own peril.

Apple's demographic probably doesn't help. People who buy iPhones tend to be... less adventurous then others, more likely to take the beaten paths than forge their own. Exactly the sort of group who would be slow to take up streaming subscriptions and stick to buying music in traditional ways.

All that said, ten million is a reasonable start, if Apple can keep gaining users at that rate - and convert a good proportion of them to paying users - then it will be well on its way to owning another market segment.


Popular posts from this blog

F1: Robert Kubica Impresses In Renault Test Run

The car may be old but its the performance of the driver that's the story here. Robert Kubica returned to F1, after a fashion, earlier this week with an extensive test run in a 2012 Lotus Renault F1 car at Valencia.
The age of the car and the circuit were likely determined by F1's current rules which ban testing, but the reason for Kubica being in the car is far more interesting. Considered by many to be a potential World Champion and certainly one of the fastest drivers of his generation, Kubica's F1 career seemed to be over after a 2011 crash whilst driving in the Rally of Andora. His Skoda Fabia was penetrated by a guardrail in the high speed accident partially severing his right arm.
Up until last year Kubica has been competing in rallying, with the expectation that the limited movement in his repaired arm would prohibit a return to single seater racing.
So this week's test is both interesting and confusing. Interesting because Kubica completed 115 laps of the ret…

F1: Robert Kubica's Williams Test Asks More Questions Than It Answers

Comparing driver's times at a tyre evaluation test like last week's Abu Dhabi event is difficult at the best of times, but when trying to assess the performance of a driver who has been out of the sport for six years, that difficulty level is raised even higher.
On the face of it Robert Kubica's test for Williams was a success. Fastest of the three Williams drivers present the headlines look promising. However, taking into consideration the different tyres used to set those times muddies the water considerably.
Kubica ran a three lap qualifying simulation on the new 'hyper-soft' tyre - which should have given him a two-second advantage. Correcting for tyres it would appear that Kubica was significantly slower than Sergei Sorotkin - who was on the harder 'soft' tyre - and marginally quicker than Lance Stroll, the team's only contracted driver.

Stroll's family fortune currently funds Williams, so there' no chance that he will be anywhere but in a…

Panos Panay's Defence Of Microsoft Surface Hardware Sounds Eerily Familiar

This weekend I went out with my ten year old daughter to select a laptop for her school year beginning in January. The schools requirements are quite specific, requiring a Windows 10 device, with a preference for a touchscreen and a stylus. She chose a Surface Pro, after trying a large number of different options. Having seen the way I use my own Surface Pro - and tried it herself there was only ever going to be two options - and the other was a Surface Laptop.
I tell you this so that you understand I am a buyer of Microsoft's products through choice, not compulsion. I'm on my third Surface device now. 
So when Panos Panay dismissed reports of the death of the Surface hardware line, I was very interested to see exactly how strong these denials were. Especially how they reflect what has gone before. To whit: Windows 10 Mobile.
Panay claimed that Microsoft is in hardware for the long haul. Almost exactly mirroring the words of Terry Myerson, when he claimed Windows Mobile was g…