Apple Music has managed to nearly keep pace with Spotifyâ€™s growth rate, racking up an average of 15 million subscribers per year, compared to 20 million for Spotify over the past two years. Itâ€™ll be tough for Apple to catch up with Spotify at this rate, but it seems like Jimmy Iovine realizes this.
â€œJust because weâ€™re adding millions of subscribers and the old catalog numbers are going up, thatâ€™s not the trick. Thatâ€™s just not going to hold,â€ Iovine told Billboard. The company is now attempting to use the service to build closer relationships between artists and their fans using exclusive content like documentaries, interviews, and better advertising.
Whether thatâ€™s enough to close the gap is still unclear, but Apple Music isnâ€™t relying on its brand alone in its attempt to catch Spotify.