Amazon is chomping at the bit to be in the same conversation as Spotify and Apple Music, in terms of music streaming leaders. The Seattle says it will soon begin rolling out its first national TV campaign for Amazon Music, with ads featuring songs by Ariana Grande, Kendrick Lamar and Queen. The campaign will be part of a larger marketing effort that will include billboards, radio and video, and focus on three of the world’s top music markets: the U.S., U.K. and Germany.
The company said listening hours on its Echo speakers have doubled over the past year at that music is routinely one of the most common request of its voice assistant, Alexa. “We’re pouring fuel on the fire,” Steve Boom, vp of Amazon Music, told Bloomberg. “We have established ourselves as the leader in music services where voice is all you need to control it.”
Unlike its competitors, Amazon doesn’t get specific with user metrics, offering only that “tens of millions” are using its two streaming tiers, Amazon Music (which comes with Prime and includes 2 million songs) and Amazon Music Unlimited (monthly fee for tens of millions of songs). The service is available in more than 35 countries and benefits from being closely tied to its industry-leading Echo speaker line.
“We’ve been talked about frequently as one of the future giants of music streaming,” Boom said. “Those days are now behind us. You can refer to us in the present tense.”