In a strategic move to broaden its audience, Apple has partnered with TuneIn to make its live music stations accessible beyond the confines of the Apple Music app. This collaboration allows TuneIn’s extensive user base—exceeding 75 million monthly active users—to stream all six of Apple’s live music stations across various platforms, including smart speakers, vehicles, and mobile applications.
A New Avenue for Apple Music
Since its inception in 2015, Apple Music has been a significant player in the streaming industry. The service debuted with Beats 1, which was later rebranded as Apple Music 1, and has since expanded to include five additional stations: Hits, Country, Musica Uno, Club, and Chill. Traditionally, access to these stations required the Apple Music app. However, with this new partnership, listeners can now enjoy these channels directly through TuneIn. Notably, while the streams remain free and devoid of commercials, each includes a prompt encouraging users to explore Apple Music, indicating a strategic effort to convert listeners into subscribers.
Contextualizing the Partnership
This collaboration comes at a time when Apple is seeking to enhance its position in the competitive streaming landscape. According to data from the Wall Street Journal, Apple’s share of U.S. music subscribers declined from 30% in 2020 to 25% by the end of last year. In contrast, Spotify’s share increased from 31% to 37% during the same period. Globally, MIDiA Research reports a similar trend, with Apple Music’s share decreasing from 16% in 2020 to 12% currently.
Unlike Spotify, which offers an ad-supported tier, Apple Music relies on free trial conversions, often linked to hardware purchases, and emphasizes curated radio programming led by human DJs. By integrating with TuneIn, Apple aims to leverage the platform’s extensive reach to attract a broader audience and potentially increase its subscriber base.
Industry Perspectives
Richard Stern, CEO of TuneIn, revealed that Apple initiated discussions about this partnership late last year. He highlighted that the commercial-free nature of Apple’s stations aligns well with TuneIn’s commitment to providing a positive listener experience. While Apple has not publicly commented on the partnership, this move signifies a proactive approach to expanding its presence in the streaming market.
Implications for Listeners and the Industry
For listeners, this partnership offers greater flexibility and accessibility to Apple’s curated music content without the necessity of an Apple Music subscription. It also underscores the evolving nature of the streaming industry, where collaborations between platforms can enhance user experience and broaden content availability.
Conclusion
Apple’s decision to make its live music stations available on TuneIn represents a strategic effort to reach a wider audience and bolster its position in the competitive streaming landscape. By leveraging TuneIn’s extensive user base, Apple aims to attract new listeners and potentially convert them into subscribers, all while maintaining the high-quality, commercial-free experience that defines its brand.
