Apple Music has reportedly hit the 10 million subscriber milestone for its music streaming service within six months, a number which took its rival Spotify almost six years to reach.
After launching in more than 100 countries in June, the service quickly became popular.
Spotify hit the 10 million subscription milestone in 2014, with the company having 40 million active users in 56 markets.
Apple launched the service after the streaming service was experimented by several players for almost a decade, and it has now become more open and accepting of the new way of consuming music.
Initially, the service was criticised for the way it treated artists but later most companies changed the model, and the demand for streaming has reportedly increased in the US.
Spotify has more than 6.3 million users and last October the French company dropped its plans for a €300m IPO which would have valued the company €1bn.
Financial Times cited Midia Research music industry analyst Mark Mulligan as saying: "It’s good news that Apple is making streaming work but it is also going to accelerate the decline of downloads.
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"The potential to be the leading music subscription service sometime in 2017."
