It is realistic to assume that the global recession and the organic maturation of the global subscriber market will result in some slowdown of growth in 2023, even if the sector remains otherwise resilient. The global music subscriber market is approaching a pivot point, with the slowdown in mature, Western markets contrasting with more dynamic growth in other regions. While YouTube and Amazon both gained share in 2022, albeit it at a declining rate, second-placed Apple Music continued its long-term trend of underperforming the market, with its 84.7 million subscribers recording a 13.8% market share, down 1.2% from Q2 2021. Both gained share between Q2 2021 and Q2 2022, growing faster than the total market.
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