FILE PHOTO - A man looks at the screen of his mobile phone in front of an Apple logo outside its store in Shanghai, China July 30, 2017. REUTERS/Aly Song

(Reuters) - Apple Inc has acquired music analytics start-up Asaii, Axios reported on Sunday, citing sources, in a bid to strengthen content recommendations to its music users.

Apple’s deal to buy Asaii was worth less than $100 million, Axios reported, citing a source.

Asaii can help Apple compete with Spotify Technology SA’s efforts to work directly with smaller artists, like a music label, the report added.

Last month, Apple completed the acquisition of music discovery app Shazam, a deal to help it better compete with Spotify, the industry leader in music streaming services.

Apple and Asaii were not immediately available for comment outside regular business hours.