However, the NPS rating for podcasts is low at +5, showing an area of potential improvement for Spotify when compared to its overall rating of +30.While access to podcasts is an important feature for 12% of new Spotify subscribers, features such as the range of artists, the ease of creating playlists and the music sound quality were cited as more important.Spotify is the main driver of category growth, with 47% of new subscribers signing up to music streaming for the first time.Typically, these subscribers also have at least one other subscription service Smaller services such as Deezer, YouTube Music and Tidal claim 15% of music service subscribers.Amazon Music Unlimited is responsible for 43% of Amazon’s overall share and is growing faster than the Prime Music service.While the Amazon Prime Music service is available for free to Prime subscribers, only 22% of subscribers use the service, indicating significant room for growth.Amazon’s subscriber share of 40% is split across its Prime Music and Music Unlimited services.The service has also highlighted the following consumer behaviours in the three months to April: According to data from Kantar's new Entertainment on Demand (EoD) service for the UK audio subscription market, Spotify is dominant in the category, with 62% of UK subscribers holding an account.

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