1) StrengthĪs a built-in app for all Apple hardware, Apple Music is born with advantages as an installed app among Apple users. As of December 2018, there were more than 56 million subscribers and the number is still growing. By July 2018, Apple Music had surpassed Spotify in terms of paying users in the United States. Initieally strictly a music service, Apple Music began expanding into video in 2017.
2) Unified user experienceĪpple Music, the tech giant Apple’s music streaming service, was announced on June 8, 2015, and launched on June 30, in over 100 countries worldwide. User-generated playlists also provide artists with more opportunities to get exposed to more subscribers and promote their songs. Personal playlists are not only created by the user of favorite tracks but also come from popular third parties that share playlists publicly. Playlists created and shared by users accounted for 36% of listening hours. Spotify’s user-generated playlists may be its biggest competitive advantage. By having playlist organized around scenarios and psychological states, it makes the search experience much more natural for subscribers. A lot of times users don’t know what to listen, but they know what kind of mood they want to achieve or which scenarios are they within. As research shows, one primary reason people listen to music is mood management, in which we use music to set different psychological states under different scenarios. It is consumed by scenarios, such as “Sleep”, “Road Trip”, “Instrumental Study”. By categorizing music in “mood”, music is no longer consumed by specific authors or genres. How playlists are attributed under in-house playlist is “just smart”. The pace of technological change has accelerated further in making music listening as an everyday activity (North, 2004). The development of the mass media in the twentieth century meant that music became much more widely and readily available.
In the nineteenth century, live music could be heard only in private homes or a public concert hall. However, the ways how people hear, listen to, engage with, value, and use music have changed dramatically during the past two centuries. Music is a fundamental channel of communication: it provides a means by which people can share emotions, intentions, and meanings even though spoken languages may be mutually incomprehensible (Hargreaves, Dorothy & Raymond, 2002). Products and technologies eventually become outdated, but basic market needs may last forever. In this article, I analyze Spotify from a product perspective, including user problem, user profile, features, competitors and my insights of it moving forward. As one of the biggest music streaming platforms, Spotify is available in 78 countries and regions throughout the world.
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