The dispute between Spotify and Apple music it's been a long time and it won't end in any near future, but at least for now the Swedish service continues to win in one of the most important metrics of the battle: number of users.
At its most recent financial results conference, Spotify revealed that it now has 96 million paying users, which represents a jump of no less than 8 million people in just three months and 36% compared to last year. Two weeks ago, by comparison, Apple announced that Apple Music has reached the 50 million subscriber mark even though, in the United States, Apple Music has taken the lead.
Spotify attributed the success to some factors, such as a promotion (exclusive to the USA) in which subscribers to the service's family plan received a free Google Home Mini or Spotify Wrapped, the site with a summary of the subscriber's musical trends throughout the year that received record traffic of 28 million visitors at the end of last year.
Because of the jump in subscribers, Spotify announced, for the first time in its history, that it is operating in the blue. The company posted a profit of 94 million in the last quarter, up 29% year-over-year.
The extra money must have been the reason for the company to announce its biggest investment in the world of podcasts until now. The acquisition of two startups dedicated to online audio programs: Gimlet (producer of podcasts world famous as Homecoming and Reply All) and Anchor (a platform for creating and distributing programs for novice and amateur users).
With that, Spotify can stop being just the musical epicenter of the internet and also become the epicenter of podcasts but we will have to wait and see.
Meanwhile, Apple tries to pull subscribers to its outside in a way that is perhaps not very elegant, so to speak.
Over the past few days, users of iPhones and iPads around the world have begun to receive notifications from Apple Music on their devices with special offers. The promotion offers more free months for users to try the platform again and, in some cases, the messages come with phrases worthy of funny toxic ex-boyfriends like ?I changed? not much Apple-like, if you ask me.
Apple the thirsty ex pic.twitter.com/OQdqgfCDr6
– drew olanoff (@yoda) February 8, 2019
Apple, the thirsty ex.
Some of the notifications offer three more free months in the service, while others of just one month more they all seem to be aimed at users who have already tested Apple Music for the three months commonly offered and canceled their subscription before the charge started.
Once again, users questioned whether Apple's action does not violate one of the App Store rules:
How is Apple Music promoting a trial via random Push Notification not a violation of their own App Store guidelines?
4.5.4 Push Notifications must not be required for the app to function, and should not be used for advertising, promotions, or direct marketing purposes pic.twitter.com/98ceT6i19y
– Brian Christiansen (@briandigital) February 8, 2019
How does Apple Music promote a trial period by notification is not in violation of the rules of the App Store itself?
"4.5.4: notifications push they cannot be essential to the functioning of the app, and they must not be used for purposes of advertising, promotions or direct marketing actions ?
Did anyone receive the offer? What do you think of Apple's new tactics?
via MacRumors, 9to5Mac