Despite being widely considered a relic of the past, eclipsed by streaming services, iTunes is surprisingly resilient. Newly published data reveals the platform continues to thrive, with Apple and music labels still actively tracking its performance.
The Unexpected Staying Power of iTunes
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A surprising number of music fans still prefer to purchase downloads, keeping iTunes relevant in a streaming-dominated world.
- More than 80 percent of iTunes users do not subscribe to Apple Music.
- Roughly half of iTunes users began purchasing music on the platform within the last decade.
- Nearly half of the 10,000 best-selling albums each quarter are new releases.
- Apple is simultaneously promoting Apple Music while maintaining iTunes as a sales channel.
According to insights from Ashley’s Soundbite newsletter, Apple is actively encouraging labels to continue supporting iTunes, rather than focusing exclusively on Apple Music. The core reason? A significant majority—over 80 percent—of iTunes users haven’t subscribed to a streaming service. This represents a distinct audience, potentially including individuals who don’t regularly listen to music, but who are still valuable consumers when new albums are released.
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Further data from Apple indicates that approximately half of iTunes users have only begun purchasing music on the platform within the last decade—despite Apple Music’s long-standing presence. This challenges the notion that iTunes is merely an archive of nostalgic favorites. Moreover, nearly half of the 10,000 top-selling albums each quarter are new releases, not back catalog titles.
A Dual Strategy for Apple
While streaming services like Spotify, Apple Music, and YouTube dominate the current music landscape, iTunes maintains a significant role. It offers an additional avenue for artists and labels to reach potential listeners, particularly during new album launches, where maximizing exposure is crucial.
The situation is somewhat paradoxical: Apple aggressively promotes Apple Music with offers like extended free trials, while simultaneously sustaining iTunes as a functioning sales platform. This combination of old and new may explain iTunes’s continued existence—not as a leading platform, but as a reliable, consistent force within the music industry.
