In 2017 it controlled around 4pc of music streaming subscribers. Spotify dominates with close to 40pc, while Apple Music has around 17pc and Amazon around 10pc. But its slow growth is partly due to its old strategy – bundling its app and subscriptions with telecoms providers. Spotify, meanwhile, went after consumers and encouraged sharing and networking. It also tackled the US early on, creating a viable challenger to Apple Music. “Part of Deezer’s challenge is to show why you would choose them instead,” says Gregor Pryor, a music industry expert at law firm Reed Smith. “It’s a good time to be in this business,” adds eMarketer analyst Paul Verna, “but Deezer doesn’t have the deep pockets.” Albrecht admits the challenge they faced after the abandoned initial public offering. Capital from Access has given them more time to grow. “Back then we didn’t have the leverage,” he adds. “When I joined three years ago it was time to change it, to change the philosophy.”
Deezer , France ’s largest music streaming service , aims to show that there is room for others in the sector . Hans - Holger Albrecht , Deezer ’s London office CEO , said the flotation of Spotify on the New York Stock Exchange earlier this year for $ 30bn helped to crystallise the value of the market , which some said could reach $ 60bn , despite the traditional music industry never exceeding $ 20bn . Deezer ’s differentiator is local ##ization ; it has had success in eastern Europe and Brazil as well as in Germany and Austria , where it is the most popular music - streaming service .