With iTunes having just celebrated its 15th birthday, our midweek Chart of the Day checks in on its battle with global music-streaming service Spotify.

Currently, 17% of internet users outside of China are using iTunes each month, compared with 11% using Spotify. But while iTunes might have the lead, there are signs that things could be changing: in the last year, Apple’s content downloading service has experienced a slight decline while Spotify has gradually been gaining ground.

Certainly, this is a very gentle trend. But with over 40% of internet users saying they’d prefer to sign up to a membership rather than paying extra to own products, it’s clear that iTunes has a challenge ahead – especially as more consumers are persuaded to pay for access rather than ownership.


Written by

Chase Buckle is the Trends Manager at GlobalWebIndex. Chase oversees GlobalWebIndex’s Trends team, who leverage the company’s research studies to unlock the most up-to-date understanding of the modern digital consumer.

Never miss a post

By subscribing you confirm you’re happy for us to send you our latest articles.