New Study Suggests 48% of Users Have Stopped Using Apple Music’s Free Trial



A new study from consumer research firm MusicWatch finds that 48 percent of customers who signed up for Apple Music’s three-month free trial are no longer using the service. In addition, 61 percent of customers reported that they have turned off the auto-renewal subscription option in iTunes.

Apple Music has reportedly attracted more users from Spotify Premium than ad-supported services like the free version of Spotify and Pandora.

More than one quarter (28 percent) of Spotify Premium customers also use Apple Music, but the draw from popular ad-supported services is more modest: Just 11 percent of Spotify Free users, and 6 percent of Pandora users, now use Apple’s offering.

“In terms of benchmarking Apple Music, 40 percent of iOS users are buying digital downloads from iTunes, suggesting trial of Apple Music could be higher,” said Russ Crupnick, managing partner of MusicWatch. “That’s the disadvantage of not being the first mover in a market where very good services currently exist.”

While nearly half of iOS users that have tried Apple Music are reportedly no using the service, the study finds that 64 percent of current users were “extremely” or “very likely” to pay for an Apple Music subscription following the free trial period.

MusicWatch’s data is based on an August 2015 survey of 5,000 U.S. consumers age 13 and older.

In a statement to The Verge regarding the survey, Apple said 79 percent of people who signed up for the free trial of Apple Music are still using the service.


  • runner

    I still believe iTunes Match is a much better deal than Apple Music.
    I already am using free services like last fm and spotalike to find new music and similar songs to tracks I love. And, it is easy to find those tracks and easy to get iTunes to match them. The matched iTunes copies are drm free, unlike Apple music which is drm locked.
    $28 a year for iTunes match vs. $120 a year for Apple Music.
    Not a tough decision!

  • Flash

    Apple music is great – I was a free streaming service user and thought it was enough – I signed up for the apple music family plan and I will keep it guaranteed. I have discovered so much new music and can listen to full albums (not just user generated playlists), my daughter can look in kids only sections etc. it really is great for anyone that listens to a lot of music and would generally buy a few albums a year.

  • YZFr3

    While the content is awesome, I feel the experience is terrible (which is unlike Apple’s other products). I spent 2 hours making a playlist and some bug duplicated songs in the playlist and I now have 2 million songs (not exaggerating) in my playlist. Also when you add songs to playlists, it says the song has been added but nothing gets added when you go to the playlist.
    Such things really frustrate me. Tried calling Apple too and the customer service sucks. All they do is put you on hold and then drop the call. Happened thrice.

  • BrodieTheDog

    I like Apple Music as well, But it’s a damn certainty I’ll not pay 10 bucks a month to use it. There is just not that much value in it. Mainly because of all the other services out there.

  • Geoffrey Spencer

    I can hear the music labels and Taylor Swift demanding the end to the freemium services soon. I believe it is inevitable. Money speaks here.

  • bionicmonk

    I didn’t like it, and not because I’m a grump. I have a 3$/month Philippine Spotify account, and its a much better experience.

  • Spiridus

    I used it for less than 2 weeks, then turned it off on my phone and PC. While it does contain a vast amount of music, I prefer the randomness of a radio station and I was really not impressed with the stations Apple provided. I will stick to iTunes Match, which I l love but I prefer to pay $10/month to SiriusXM than I do for Apple Music.

  • I’m not surprise by the number… because the question is all about if you want to stream or own music…Streaming services is not for all… iTunes Match is great for your own music, to have it all in the cloud. ItM’s DRM free because you own the music.. If you want to have more new music, Apple Music can be interesting as much as other services too and your collection will be get bigger.

    But for sure, it take too much time to explore or get use to the new UI of Apple Music… not very user-friendly… but on the other end, Spotify is not much better (especially the iOS app).

  • artikas

    I agree that streaming services are not for all, even myself. My attitude towards apple music changed when i found out you can make songs available for offline listening. My subscription paid for itself when i downloaded 200+ songs and made them available for offline use during my vacation.