Apple Music Hits 38 Million Paid Subscribers On Monday, the company reported that its number of paid subscribers increased br by 2 million. Apple's main competitors are Alphabet Inc.'s Google, Amazon Music and Spotify, the latter of which reported a total of 71 million premium subscribers at the end br of 2017. Most of the music-streaming services charge $9.99 monthly subscriptions, but Amazon gives a $2 discount to its customers who have Prime memberships.