Apple Music is growing quickly – it has 11 million subscribers less than a year after it launched on June 30, 2015. That’s quick.

The service did not grow with ease, though. Apple Music provided a free month to new users and created more paid features to reel people into the new service. It does not come as a surprise, however, seeing as it is another leg of Apple, Inc. The company already has 782 million iCloud users and over 1 billion Apple devices globally.

As the service becomes more popular in the streaming world, competitors could be in trouble. It took Spotify six years to reach 11 million subscribers; it’s rumored that Pandora is looking to sell as their user base falls.