Baby boomers may not be into techno or hip hop but they still want to stream smooth jazz and The Beatles. Increasingly they turn to a familiar, safe choice for digital music. Amazon now trails Spotify and Apple in total streaming music subscribers.

The popularity of its Alexa smart speaker means Amazon has quietly become the fastest-growing music streamer, with 32-million subscribers. Key to that base are customers over 55 years old. These represent 14% of Amazon’s customers, a proportion three times higher than for Spotify, the millennial and Gen Z favourite.

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