Apple has partnered with live audio provider TuneIn in a deal aimed at expanding global access to Apple Music’s six commercial-free live radio stations. The agreement marks the first time Apple’s 24/7 radio stations are available outside of the company’s own ecosystem. The move aims to boost Apple Music’s market share, closing the gap with Spotify by tapping TuneIn’s 75 million monthly active users, connected through more than 200 device partnerships spanning smart speakers, headphones and more than 15 auto brands. MIDiA Research says Apple Music and Spotify had user parity in 2020, with Apple subsequently losing ground.

The Wall Street Journal cites MIDiA data estimating “Apple’s market share of digital music subscribers in the U.S. fell to 25 percent at the end of last year from 30 percent in 2020,” while Spotify’s share increased from 31 percent to 37 percent during the same period. Apple’s global share dropped to 12 percent at the end of 2024, from 16 percent in 2020, MIDiA estimates.

“Both Amazon Music and YouTube Music have a 10 percent share,” reports Billboard.

Since Apple Music has been able to grow its subscriber base by signing people up through free trials after they buy a new device, “the aim is to convert Apple Music’s radio listeners into paying subscribers to its music service.” The deal with TuneIn should provide new opportunities for this initiative.

“The company says that its app and website will feature a link to Apple Music, allowing users to sign up for the service easily,” AppleInsider writes of TuneIn, adding that the San Francisco-based company “has partnerships with big-name broadcasters iHeartMedia, C-SPAN, NPR, ESPN Radio, as well as international broadcasters from around the globe.”

“Apple choosing TuneIn as the first platform to stream its radio stations reinforces our position as the go-to distribution partner for global audio,” TuneIn CEO Rich Stern said in an announcement.

Streaming music services are challenged to distinguish themselves “when each provides access to roughly the same catalog of music, unlike streaming video where Apple TV and rivals like Netflix carry unique content,” WSJ writes.

AppleInsider points out that unlike Spotify, “Apple Music does not have a free tier; it’s always been pay-to-play.” Spotify’s free tier is ad-supported, and AppleInsider writes that “the allure of free” can sometimes prompt people to subscribe.

On August 27, the six free Apple Music stations — Apple Music 1, Apple Music Hits, Apple Music Chill, Apple Music Club, Apple Music Country and Apple Musica Uno — began streaming on the TuneIn app and at TuneIn.com.