Apple Music is conquering around twenty countries on the African continent. The streaming music platform of the American brand Apple wants to strengthen its presence in African countries, especially Morocco.
In order to strengthen its global presence, Apple Music is now available in 167 countries, with roots in certain African countries. These are Morocco, Cameroon, Ivory Coast, the Democratic Republic of the Congo, and Rwanda. Apple has just completed its largest extension of services to new markets in ten years. This platform, the second in terms of music streaming, aims to diversify its revenues, says a press release from the group.
According to a vice-president of the group, Apple Music had around 60 million subscribers in June 2019. He also said that the perimeter of the App Store (its mobile application store), Apple Arcade (video games), Apple Podcasts and iCloud (dematerialized storage), rose from 155 to 175 markets. Spotify, available in fewer markets, had 124 million subscribers at the end of 2019. According to Counterpoint, the streaming music market reached 358 million paid subscriptions worldwide in 2019, with a projection on more 450 million at the end of 2020.
The catch is that the extension came during a health crisis, coupled with an economic crisis. Containment has increased the use of entertainment platforms, that is, video games and series. Abhilash Kumar, an analyst at Counterpoint, noted that the consumption of audio content via the Internet has shifted from music streaming to radio. Radio and TV are on to follow the news; which interrupted the streaming music, he said.
Thus, the task will not be easy for the new markets of Apple in Africa where the standard of living still very low, does not allow to pay for online music. This is why Apple has decided to offer six months of free trial to new users instead of the usual three months. The subscription price varies from country to country and the music lists are offered according to geographic areas. “Afrobeats Hits” or “Ghana Bounce” for example.