“With Apple Music being a distant second with 15% market share, and Spotify adding more subscribers in the 12 months leading up to Q2 2021 than any other single DSP, there is no risk of Spotify losing its leading position anytime soon – but the erosion of its share is steady and persistent,” says Mark Mulligan, the report’s author and MD of MIDiA.
The reason for this, suggests Mulligan, is that YouTube as a brand is deeply and habitually embedded in the minds of Gen Z and younger Millennial consumers, serving as the key platform for their music consumption.
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Would be nice if they paid artists more than peanuts. And got rid of Rogan. Until then, they won't get respect.