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One-Fifth of a Percent? A Closer Look at Amazon’s Prime Music Launch

First published on https://music.yahoo.com/

Given available numbers, we know Prime Music accounts for a tiny fraction of U.S. music streaming. According to Nielsen, 3.13 billion songs were streamed in the week ending June 15. But that number excludes Pandora, which streamed 1.73 billion listener hours in May, as well as iTunes Radio and some other popular Internet radio services.

Adding Pandora’s activity to Nielsen’s number, and assuming the average Pandora song is 3.5 minutes in length, Prime Music currently accounts for 0.2% of music streaming in the U.S. Add iTunes Radio and other services not tracked by Nielsen and Music Prime’s share becomes smaller.

We don’t know quite a bit about Prime. Amazon has about 20 million Prime members worldwide, a number that dates back to January, but Amazon has not specified the number of U.S. Prime members. We don’t know if streaming activity has fallen after an initial burst of curiosity or if Prime Music has encourage repeat listening. Nor do we know specifically how many songs were streamed by how many people.

But we know, or rather we can reasonably assume, Amazon believes Prime Music is off to a good start. The other option is Amazon is either disappointed or indifferent to Prime Music’s adoption and put out a press release just to fool with people. The latter would be a great act of PR game theory, but the former seems like the better explanation.

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