Apple Music and Spotify, which have been struggling in Korea's music streaming market, are rolling out new features in quick succession as they chase front-runner YouTube Music. Apple Music and Spotify updated an "automix" feature that works similarly to one of YouTube's popular content types, "playlists," while offering prices more than 40% lower than YouTube Music.
◇ Make my playlist play like "one track"… "As natural as being at a club"
The automix feature seamlessly connects songs. If you do not activate automix, after a song ends, there is about 1–2 seconds of silence before the next track plays. But with automix on, the final section of the previous song and the intro of the next song are connected as if they were one track. On Apple Music, artificial intelligence (AI) connects the songs automatically, while on Spotify, users can choose the segments and effects themselves.
We compared the automix features of Apple Music and Spotify. Apple Music officially introduced the feature with the iOS26 update in Sep., and Spotify released its automix feature in Aug. with added user settings. On both services, we played back-to-back "Golden," one of the theme songs from the animated film K-pop Demon Hunters, and "I AM" by the girl group Ive. The two songs are generally considered to have similar vibes.
Based on the default automix settings, Apple Music gave the impression of connecting songs more naturally than Spotify. Like a DJ at a party, the two tracks sounded like a single track, heightening the mood. On Spotify, using the default automix without user settings did connect sections, but it felt like the two songs were forced together. However, the user settings let listeners tailor the mix to their tastes.
Subscribers who used the automix feature on both services said it "feels like a club," and, "When commuting or running, you can turn on one track and the songs flow naturally according to the playlist, so you can start the day light."
◇ Despite new features, YouTube Music dominates in MAU
Apple Music and Spotify are pushing lower prices than YouTube Music. For a one-person monthly basic plan, YouTube Music is 14,900 won, Apple Music is 8,900 won per month, and Spotify is 8,690 won. Apple Music and Spotify are more than 40% cheaper.
But YouTube Music still wields overwhelming influence in the music streaming market. According to app analytics platform Mobile Index, in Sep., YouTube Music recorded 8,108,439 monthly active users (MAU). During the same period, Spotify recorded 1,694,264 and Apple Music recorded 113,202.
The reason YouTube Music's share is high in Korea is YouTube Premium. YouTube bundles YouTube Music with YouTube Premium, which lets users watch videos without ads. Subscribing to YouTube Premium makes it feel as if you are using YouTube Music for free. In addition, by signing up for YouTube Premium through bundled telecom plans, users can enjoy the service at a lower price.
YouTube Music does not have an "automix" feature, but on YouTube, you can find playlists created by individual music channels that connect songs curated to a theme. The YouTube Music app can also play videos uploaded to YouTube.
Pop culture critic Ha Jae-geun said, "There was a time when domestic music streaming was dominated by local companies, but as YouTube bundled YouTube Music, most people unintentionally became YouTube Music subscribers." Ha added, "In an era when people constantly access YouTube, it is like listening to music on the same platform," and said, "With the market already set, it is questionable whether other companies can lure subscribers away."