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.