A new survey released this week by Kantar Research pointed to a considerable drop in the number of active subscriptions to music streaming services. According to the data, in the UK alone, more than 1 million users unsubscribed in the last quarter.

More precisely, the number of Britons with access to a service such as Apple Music has dropped from 43.6% in the same period in 2020 to 39.5% in 2022. Inflation and the increase in the cost of living in the European country are among the main reasons for this decline.

With inflation rising to 9% in the UK and further increases in the cost of living expected, the growth in subscription cancellation rates is proof that British families are starting to prioritize spending their disposable income.

This phenomenon, according to the research firm, is even more noticeable among younger users, under 35 years of age. Of the more than 1 million canceled subscriptions, about 600,000 are part of this audience.

There has also been a drop in the number of students subscribing to a service of this type in the UK, with fees dropping from 67% in 2021 to 59% in 2022. Both Apple Music and Spotify, it is worth remembering, offer discounts for university students. .

Although economic issues appear to be the main culprits for this apparent crisis, a smaller, even more significant percentage of respondents reported having canceled their subscription due to technical difficulties, limited supply of music or excessive advertising on platforms.

Despite this setback, during the first quarter of 2022, Apple Music subscriber numbers still managed to grow by 12.4% in the UK, 6.4% in Germany, 11.3% in Australia, and 9.7% in the US. . Spotify, meanwhile, grew 22.1% in the UK, 26.4% in Germany, 42.6% in Australia and 14.1% in the US.

Apple Music has a catalog of over 90 million songs and 30,000 playlists — many of which support Spatial Audio (Dolby Atmos) and in ultra high definition, with Lossless audio . In Brazil, there are three types of subscriptions: University ( R$11.90/month ), Individual ( R$16.90/month ) and Family ( R$24.90/month ). If you are not a subscriber, you can try the service for free for one month . It is also part of the company’s subscription package, the Apple One .