News — August 7, 2015 at 2:15 pm

Apple Music has attracted more than 11 million members during trial period


Apple has confirmed that its new streaming service has attracted more than 11 million members during its free trial period just one month after launching.

apple music

The three month trial period was rolled out when Apple Music launched on June 30. Nearly 2 million people opted for the free trial family plan which allows up to six family members to use the service, the company said. The family plan costs $US14.99 per month while the regular plan will cost individuals $9.99.


The number are impressive but it’s not to say that when the trial period ends in October that there will still be 11 million paying subscribers left using the service. According to Reuters, based on typical user conversion rates in the industry, it would be impressive if Apple were able to convince 20 percent of the trial members to become paying subscribers after the three month trial period ends. By comparison, Spotify currently have 20 million paying subscribers worldwide.


Unlike Spotify, Apple Music users does not offer a free on-demand tier, a decision that has been commended by some in the industry (including Taylor Swift).


Apple’s iTunes store revolutionised the music industry upon its launch a decade ago but it appears unlikely, given these figures that the brand will achieve the same dominance over the streaming market as they’ve managed in digital downloads.


“For many people outside of the U.S. (Apple Music launched in 100 countries), you still have to explain what it is and how it works. Beyond that, there’s still the issue of winning over Millennials, who never pay for music, by showing them you’re offering something that will improve their lives. And finally, there are people out there who I think understand its value, but we still have to go out and get them,” Jimmy Iovine, co-founder of the Apple-acquired Beats Electronics, told USA Today.


This is especially true in South-east Asia where many consumers are used to pre paid services on everything from phones to internet. The idea of a subscription service has proved to be a difficult sell for companies looking to establish themselves in the region. Apple have a significant warchest to put towards the service so time will tell Apple are able to achieve successes in the region that have eluded most of the major players.