Social media influencers 4x more likely to use Apple Music

Aya Nakamura takes artist of the year in France

Spotify, or Apple Music, Mac, or PC, Apple products and services remain far, far more popular among creative users than others, which gives the company a massive cultural advantage in terms of creative mind share.

Apple has the hearts of creative minds

That’s my understanding from a report shared by Midia Research that argues Apple’s strength in the creator economy gives it a real opportunity to experiment in the creative space, such as with AI Music.

(I do recommend this interesting piece on that deal).

Given that music streaming, games development and new experience creation for the metaverse form the next frontier for creatives, and Apple competitors.

I thought my readers may want to know about the report.

Want to learn some of the statistics?

Here they are:

• People who create on social media are four times as likely as an average consumer to pay for Apple Music.
• There are as many creators paying for Apple Music as for Spotify.
• Creators are far more likely to use an iPhone than an Android device.
• They are three times as likely to own an Apple TV/subscribe to TV+.
• They are also more likely to use Apple Arcade.
• They are also more likely to use Macs, and Apple creative applications.

They most probably understand that Apple’s ecosystem provides them with all the tools they need to create, distribute, market, and indulge in their own, and other people’s, creative expression across almost every channel.

[Also read: Apple is strong, sticky, expect strong FY Q2 – analyst]

You can be inspired by seeing people using Apple’s products in creative ways

The influence machines

Now, you may think, “so what?”, but this means a lot.

It means authors, social networking influencers, musicians, and other creatives are far more likely to use Apple’s products and services than they are to use those from its competitors.

And they listen to more music, spend more time on social media, games, podcasts, audiobooks – they are digitally-aware, deeply engaged, immersed in Apple services – and more willing than most to experiment with any new creative tools the company may deliver.

I think this also translates into positive messages, particularly as Apple’s customer satisfaction rankings are higher than anyone else’s across almost every product and service it provides.

Above is an AI-generated Eurovision song

The best form of marketing is, after all, to create customer experiences so good that everyone wants to tell people about them. If the core of that customer base also happens to be the group of people that is most actively listened to (creators), then that’s icing on the cake.

Particularly if the user experience delivers on the promise, which Apple’s does.

Values really matter

Another interesting observation in the report relates to values.

We know creators are aware of the big issues of the day, so when Spotify aligns with voices like Joe Rogan’s, it is making a mistake. Because the people who make the art Spotify builds its business around will become a lot less loyal to the company and then become more willing to push their business through other channels, such as Apple Music.

“Apple is positioning itself to exploit the opportunities that the creator economy brings better than any of its competitors,” the piece concludes.

Read it (it’s interesting) here.

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