![]() Apple is good at mainstreaming products, but it’s not that good. To put that in context, the entire global worth of recorded music last year was just under $15bn. Leaked information in a Billboard story at on Monday 8 June suggested that Apple is aiming to reach 100m subscribers which, based on a subscription fee of $120 per year (£78), would generate $12bn annually. ![]() Apple’s greatest conjuring trick is to take something that already exists in the market – downloads (iTunes), digital music players (the iPod) and smartphones (the iPhone) – and finesse it enough to make it irresistible to the mainstream consumer. Not only that, but a significant number of those subscribers come from bundled deals with mobile operators, something the streaming service Deezer has built itself on, so it is debatable just how “active” its users are (some customers, often known as “zombie users” have a subscription as part of their monthly package but don’t actually use it). It might be the biggest revenue growth area for the record business, but it is still incredibly niche. Is this the moment when streaming goes truly mainstream?Īccording to IFPI figures, there were just 41m subscribers on music streaming services globally last year.
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