Amazon Music Unlimited has officially launched in the UK. In response to the big news, our expert, Andy Saxton, from Kantar Worldpanel, explains that the greatest advantage that Amazon has is its current user base. Saxton notes that this user base is already happy to pay for its good and services – and has the potential to disrupt the music market.
Amazon has 20 million existing entertainment shoppers, over a third of whom have purchased music from amazon over the past year. Meanwhile, almost half of all music customers have shopped with Amazon over the same time.
Kantar Worldpanel found that 13% of Amazon's music shoppers are subscribed to Spotify. There is the possibility that Amazon Music Unlimited could significantly impact this streaming giant's existing customer base if users decide they want to streamline their digital services.
Source : Kantar Worldpanel