musicwatch — eight shades of grey: a consumer perspective on music
TRANSCRIPT
Eight Shades of Grey A consumer perspective on music
1
2
Gating
Exclusives
Windowing
Piracy
Sound Quality
Ownership
Our Customers
Affinity
3
Perhaps the biggest rogues
& thieves, though, are us.
Give us something right now
& we’ll take it.
Give us something for free
& we’ll take that too.
Give us something for free right now
& we’ll think that
life just couldn’t be any better.
4 …cnet’s Chris Matyszczyk
120
50
70 5
6%
9% 11%
Windowing Exclusives Gating
Incentive To Pay For Streaming (All Free Streamers)
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14% 19%
28%
Windowing Exclusives Gating
Incentive To Pay For Streaming (Could be Incented to Pay)
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23%
57%
All Free Streamers Inclined to Pay
Complete Degradation As Incentive To Pay For Streaming
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Access Like idea of paid subscription
Discovery Unlimited Songs
No Ads
Lower Fees
Free Trial Worth Paying
Repeatability
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There’s an entire generation of people- and I work with college aged people- that believe
***** is free and has always been free.
There needs to be a re-education that says, “If you want more *****, especially from
people whose work you really like, you have to pay for it. Because if you don’t, then we
can’t make more.”
There’s an entire generation of people- and I work with college aged people- that believe
porn is free and has always been free.
There needs to be a re-education that says, “If you want more porn, especially from
people whose work you really like, you have to pay for it. Because if you don’t, then we
can’t make more.”
Tristin Taormina, performer, director & educator
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29
20 18
DL Free Songs From Mobile App
DL from P2P Streamripped
Number of Free Music Acquirers: 2014 (M)
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Sound quality: Alignment between
what people value,
what they experience
& what they’ll pay for
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49% 48%
71%
Highest quality sound format is important
Most of my listening is through headphones/earbuds
Quality of music on mobile devices good enough
Stream on Android/iOS Phone, Tablet, iPod
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49% 48%
71%
Highest quality sound format is important
Most of my listening is through headphones/earbuds
Quality of music on mobile devices good enough
Stream on Android/iOS Phone, Tablet, iPod
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In a world of access, what can we give the music fan that they can
possess, cherish, collect and ultimately value?
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56%
42%
CD or DDL Buyers Streamers
It is still important to own the CD or Digital File
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If I see another report by a millennial about millennials I’m
going to get a baseball bat
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Silent, 7%
Boomers, 40%
Gen X, 26%
Millennials, 23%
Post Millennial, 4%
Musically Engaged: Buy, Stream, Share, Concerts, Merch
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20
4%
26% 25%
40%
5%
Post Millennial
Millennial Gen X Boomers Silent
% Sales By Age Cohort: Digital Albums, Digital Tracks, CDs
Google, Grooveshark, YouTube, Vevo, Rhapsody, Pandora, Spotify, Rdio, TuneIn, iTunes, iHeart, Xbox
13%
19% 20%
28%
20%
13-17 18-25 26-35 36-50 Over 50
Share of Time Spent Listening
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How do you expect someone to pay $100 for a subscription on the
strength of an artist when they won’t pay $.99 for a download?
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23% 30% 30%
39% 40%
Lady Gaga Beyonce 5 Seconds of Summer
Beck Taylor Swift
% Saying They WOULD Buy A New Release From Artist:
Huge/Big Fan of Artist, Like Artist A Lot/Little
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Gating
Exclusives
Windowing
Piracy
Sound Quality
Ownership
Our Customer
Affinity
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