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IT Home reported on August 5 that according to Bloomberg, Universal Music Group revealed in an interview today that the user growth rate of Apple Music and other streaming services is slow. According to data disclosed by Apple, since the number of Apple Music users reached 60 million in 2019, the company has not updated the data information.This suggests that in 5 years (2024), Apple Music users may not reach 70 million.。

In addition to Apple Music, the user growth curves of streaming platforms such as Spotify and Amazon have also flattened. Boyd Muir, chief financial officer of Universal Music Group, believes this is a "common phenomenon in the industry":

Now that streaming media has left the era of high growth, the user growth rates of major platforms have gradually slowed down. Many companies in the industry have laid off employees to cope with the crisis, but it is indeed difficult for a single company to change the sluggish platform user growth curve on its own.

However, Apple is still confident in its own Apple Music streaming service. According to a report by IT Home on March 7 this year, Oliver Schusser, Apple's vice president in charge of Apple Music, Apple TV+, Beats and other sectors, said in an interview with Wallpaper magazine that Apple is "working hard to launch new features for Apple Music" when most people in the industry have "stopped innovating":

We were focused on music while others were moving away from music and toward podcasts and audiobooks… We kept on going while most others in the market stopped innovating.

At the same time, Oliver Schusser also emphasized a series of new features launched by Apple Music in recent years, such as karaoke mode, a dedicated Classical application, spatial audio and dynamic lyrics, and said that these are enough to prove the excellence and innovation of Apple Music.