Will page above Streaming’s 9.99 price point to 20th – Leaderboard

Streaming online is a number game. Hundreds of millions of subscribers, tens of millions of licensed songs, dollars and coins going into the hands of creators.

That so-called “value gap” is a debate that, in some quarters, is becoming more and more intense. A new study applies the numbers behind streaming in a different way, to a result that offers some new insights.



Page will

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Economist Page will applying a time perspective to the streaming model for Malbeconomics: A look at the 20th anniversary price point 9.99.

Published today (December 6), The page identifying an anniversary is displayed under the radar. It’s been 20 years since the streaming business took its infancy, with a basic offer and a price hike: $9.99 (or €9.99 or £9.99) , depending on where you live).

Spotify, coming after the game, is now a juggernaut in the streaming space, boasting of 381 million users worldwide and 172 million “paid” subscribers, with a licensed library of more than 70 million tunes.

Prices have remained at the same low levels, while costs for many other essentials have increased.

On the one hand, Page notes, “falling prices in real terms have eroded the incomes of artists and musicians. But it has also generated significant growth, as total consumer spending on music subscriptions more than twelvefold between 2013 and 2021, to £1.2 billion – a success story that has reflected around the world. ”

He notes that very few industries can claim that success. And price can be key.

With logic, graphs and numbers, Page compares streaming to Malbec wine which, in real terms, offers less impact for drinkers than it did 20 years ago.

Malbeconomics comes as streaming platforms face unprecedented scrutiny in the UK following a vocal campaign to boost copyright rates. A proposed law being considered by members of Parliament would require record companies to pay musicians and song writers a larger share of the revenue from Spotify and Apple Music, and to British artists. chance to reclaim their exclusive recording rights after 20 years. .

Page is the author of Tarzan Economics, a former chief economist at Spotify and PRS for Music, and a fellow at the London School of Economics.

Read his blog post here.

https://www.billboard.com/music/music-news/streaming-price-point-will-page-malbeconomics-1235006076/ Will page above Streaming’s 9.99 price point to 20th – Leaderboard

Dais Johnston

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