As downloads become less important in terms of how we access and listen to music, Apple has been conspicuous in its absence from the streaming world. Now, though, the company’s announcements at WWDC put it firmly in the music streaming spotlight, while pitting it against the current market leaders Spotify and SoundCloud.

As we saw in yesterday’s blog, Apple has a real chance of converting many existing iTunes users who are already subscribing to a streaming service. And Spotify will surely be in the firing line here – a quarter of iTunes users are listening to Spotify each month.

Perhaps more important, though, is that 50% of Spotify listeners say that they use iTunes at least once a month. That’s a significant chunk of Spotify’s current user base who will already be familiar with Apple’s platform and who can be targeted by its marketing machine.


Written by

Felim is Senior Trends Manager at GWI. He oversees the Trends team who produce a wide range of off-the-shelf reports and infographics along with our Chart of the Day series. Moving to GWI after completing a PhD, Felim specializes in writing about online consumer behaviors and digital trends.

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