Apple Music now has more than 20 million paid subscribers across the globe, after only launching in June 2015. This is a rise of 10 million in 2016, a huge growth for the service, the technology giant told Music Business Worldwide.
However, Apple Music isn't the only music streaming service seeing such high numbers signing up, with Spotify accruing around 12 million members in 2016.
These numbers indicate a shift in the wants and needs of users, which is backed up by the news that streaming is now beating revenue records at Universal, Sony Music and Warner Music.
One Direction's manager Will Bloomfield spoke to The Drum about the difficulties the music industry now faces in light of this shift. He noted how streaming services have created a "playlist-dominated culture", which now means marketers in the industry face the challenge of breaking songs, rather than artists.