Apple will distribute its curated radio stations on TuneIn’s global network of home speakers and connected cars, marking the first time Apple Music’s six radio stations will be available outside the company’s app as it attempts to stem market share losses to Spotify.

The partnership, beginning Wednesday, provides Apple access to TuneIn’s 75 million monthly active users through the digital radio platform’s network of connected devices.

Apple aims to convert these radio listeners into paying Apple Music subscribers through links that redirect TuneIn users back to the Apple Music platform.

Apple’s streaming music market share has declined significantly in recent years, falling to 25% in the U.S. from 30% in 2020, while Spotify’s share increased to 37% from 31% over the same period, according to MIDiA Research.

Globally, Apple’s share dropped to 12% from 16% since 2020, while Spotify has strengthened its position as the dominant streaming service.

The radio expansion represents Apple’s attempt to differentiate its music service in a market where streaming platforms provide access to largely identical music catalogs, unlike video streaming, where services carry unique content.

Apple Music lacks the ad-supported free tier that competitors like Spotify use to funnel users toward paid subscriptions.

Instead, Apple relies on free trials offered with new device purchases and its human-curated radio programming to attract subscribers.

The company launched its first radio station in 2015 and expanded to six stations after adding three more in December, emphasising human curation over Spotify’s algorithmic approach.

TuneIn CEO Richard Stern said Apple approached the company about the partnership around the end of last year.

He noted that Apple’s commercial-free stations offer a quality listening experience that fits well with TuneIn’s platform, which helps terrestrial radio operators extend beyond local markets.

Streaming music services face particular difficulty in differentiation compared to other digital media platforms.

The availability of similar music catalogs across services means companies must rely on user experience, pricing, and complementary features to attract and retain subscribers.

Spotify’s model combines free, ad-supported access with algorithmic recommendations and playlist creation, creating sufficient friction to encourage conversion to paid plans.

Apple’s approach focuses on integration with its device ecosystem and premium user experience from the start, though this strategy has resulted in market share erosion.

The TuneIn partnership enables Apple to reach potential customers beyond its traditional device-centric acquisition model, potentially exposing Apple Music’s radio programming to users who might not otherwise encounter the service through Apple’s ecosystem.