Almost half of people who are not subscribed to any music streaming service consider them to be too expensive.
A new UK poll suggests streaming giants Spotify and Apple music need to adjust their pricing structures to entice the 90% of the British population who are not subscribers.
The research shows the 10% who do subscribe to music streaming services pay an average of £7.07 a month.
More than 2,100 adults were involved in the YouGov and Zuora study.
Music streaming continues to thrive, growing from 49% to £251 million in 2015, according to a report from UK Music.
However, it remains well below video streaming figures, with 27% subscribing to services like Netflix.
Amazon launched in the streaming market earlier this month with Amazon Music Unlimited providing on-demand music streaming. The online retailer is offering the service at a significantly cheaper price point - available to Amazon Prime members for €9.99 for non-Amazon Prime members.
Country singer Garth Brooks recently inked an exclusive deal with Amazon Music Unlimited. Subscribers can stream his latest single, “Baby, Let’s Lay Down and Dance,” from his upcoming new studio album 'Gunslinger'.
“It is a joy to work with a company that is all about the customer when it comes to service, and all about the music and its creators when it comes to the music,” Brooks said in a statement.
Under the pact, Amazon Music Unlimited also will be the official sponsor of Brooks’ current tour, which will go worldwide in 2017.
