Earlier today a new survey over Apple Music usage surfaced with data over Apple’s new venture into the streaming music space, and Apple has decided to respond (vaguely) to at least one data point. MusicWatch’s survey results said that some 61 percent of its participants have turned off the auto-renew function on Apple Music, hinting that they would not be paying subscribers after the three-month free trial period. With the message being potentially interpreted that only 39 percent of current Apple Music users planning to become paid users this fall, Apple has responded to the survey by clarifying (somewhat) that a higher 79 percent of users that started the trial are continuing to use it, leaving only 21 percent of Apple’s 11 million subscribers as defectors.
The response doesn’t exactly say a whole lot about Apple Music’s usage data, however, as it’s unclear what Apple qualifies as still using the service.
MusicWatch’s question specifically asked how many participants turned off the auto-renew feature which is required to keep an active account after the trial, but it’s likely some users disabled it before forming an opinion on Apple Music simply to avoid an unexpected $10-$15 charge three months down the road.
There’s also the lack of clarity about what exactly Apple means when it describes the 70 percent of active users. Are users still opening the Music app? Still engaging with Apple Music’s specific features? Still playing Beats 1 which is free and doesn’t require Apple Music? Apple also told New York Post reporter Claire Atkinson that 79 percent of people in the free trial are using on a weekly basis.
Finally, there’s naturally a disadvantage for data received from a limited survey of Apple Music participants versus the whole wealth of usage data Apple can view. Whereas MusicMatch’s survey may be accurate and should be somewhat representative of the larger picture, the variances in measuring an active user that plans to convert to a paid subscriber after the trial period makes the two data points fairly apples to oranges. Still, it’s clear Apple viewed that metric alone as not fitting its own narrative on Apple Music as it continues its launch campaign for the streaming music service.
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RIP Spotify, Apple Music will have 5 Million paying customers!
To provide another context for “defectors,” I turned off Apple Music on one of my Apple ID’s I use because I realized it would be more beneficial to me to use another one of my two that I regularly use. Thus, I may look like an account that may plan to drop the service, but it’s because I’m still going to be using it (and paying for it) on another account. I still tend to use Spotify on my Mac(s), but Apple Music is such an easy way to hear what I want to hear on my iPhone while traveling.
Even if only 20% of initial trial users keep a subscription, that is 2.2 million to start. 2.2 that either were not subscribed to any service, such as myself, which is a win for Apple and the Music industry, or were subscribed to another service, which is a win for Apple. And if they are paying a higher price than Spotify, that is also a win for the Music Industry.
Oh that just reminded me to cancel auto-renew, since i’ve played 10 songs on Apple Music since launch.
For what it is worth, I am loving Apple Music. I have not had any of the issues with my iTunes Match or Apple Music in the cloud that some have had. My music library of 5,000 + songs is seemingly intact.
I get great recommendations from the personalized (“For You”) music section. I frequently listen and I am really digging Beats 1. I really love most of their playlists and the ability to create and share our own. I love adding songs to my library and not worrying about missing out on the latest music.
My only complaints have been (surprisingly enough) about the design Apple chose to use for the new Music app as it is cluttered and filled with too many menu prompts (much like the BlackBerry menus of yore). It is the opposite of what I would expect from such a design centric company.
I also do not engage much with Connect – not because I dislike it, but mostly because I haven’t had a real reason to use it, beyond initially checking it out. It seems cool – but it needs a reason to exist for users to engage with it.
However, it seems like in iOS 9 they are remedying that as well – the menu is dramatically simplified. At $14.99 a month for a family plan (up to 6) I think it’s a tremendous value. Most people who I know are either unaware of what Apple Music is, on board or need a reason to be on board beyond what Apple has offered so far.
Over time, if Apple keeps at it and pushed this value – along with iterating and improving the service – I think a lot of folks will jump on board. It really is a terrific product.
Well if you can believe Apple on their press releases, that last week said they had 11 million people using it and if 21% of them (the smart ones) are opting out they just lost 2310000 people, then they are losing close to 24 million bucks.
What % don’t know about auto renew subscription. $14.99 in the US circa $23 in the UK, €15 in Europe and CHF15 swiss franc. The UK is getting stiffed big time.
I am one of those who opted out. I’ve never used any of those music streaming services and have only used the iTunes radio a few times. I listen to music all of the time, on my music app, but its music that I have either purchased or have ripped into iTunes. No need to always be connected to listen and it doesn’t use up my valuable data.