Apple made Tuesday, the largest expansion of its services to new markets in the last 10 years, when you launch your platform Apple Music in 52 new countries, and to propose to your other apps in a dozen new markets.
The us giant, which continues to diversify its business, proposes that from now on his music in 167 countries. In addition, their services of mobile applications (App Store) video games (Apple Arcade), podcasts, storage (iCloud) and others in a total of 175, against 155 before.
The countries added are mainly in Africa. Apple Music now arrives in Cameroon, Ivory Coast, Democratic Republic of the Congo, Morocco, Rwanda and 20 other countries of the continent.
This operation will strengthen the global presence of the platform of music streaming, which had about 60 million subscribers in June, according to an interview of a vice-president of the specialized group Numerama.
Spotify, available in less markets, it had 124 million subscribers at the end of 2019, according to the Swedish company, leader in the sector.
In the middle of a crisis
Apple negotiates for more than a year with publishers, labels and other rights holders of music to be able to propose their catalog more extensively. But the expansion occurs in the midst of the economic crisis caused by the pandemic covid-19.
On the one hand, the use of platforms of fun, video games and the appeal to the series, have soared due to the confinement of hundreds of millions of people.
But “the consumption of content audio over the internet has been derived from the streaming to the radio,” notes Abhilash Kumar, an analyst at Counterpoint, in a note published at the beginning of April.
“In areas severely affected (by the crisis), people were concerned and turn on the radio and the television permanently to follow the news. The television networks, and podcasts resurface while music streaming has been interrupted,” he explains.
In addition, new markets sought after by Apple will not be easy to conquer. The habit of paying for music online is not implemented yet in several countries where the standard of living does not necessarily permit this type of expenditure.
And this, without counting the ease of access existing on the internet for “free” music, although financed by advertising. So Apple has decided to offer six months of free trial period to new users, instead of the usual three.
The price of compost varies according to the countries, from us $ 3 per month in Mozambique, in Libya or Burma, up to $ 5 in Qatar and Georgia, and $ 11 in Iceland, for example.
The service adds value to ‘playlists’ different according to the geographical areas, as for example “Afrobeats Hits” or “Ghana Bounce”. According To Counterpoint, the market of music streaming reached 358 million of payments payment in all over the world in 2019, and expected to reach 450 million at the end of 2020.