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The major record labels seem to have it out for Spotify, but the platform is contributing mightily to their bottom lines. It’s been reported that the company has already paid $1.2 billion dollars in royalties to the music industry this year, and over $5 billion lifetime. The platform is paying out around $133 million per month, and over $4.4 million a day, according to Music Business Worldwide.
Spotify recently announced that it now has 40 million paid subscribers, which goes a long way to contributing to that royalty payout. Apple Music, the next most popular streaming music platform, has less than half that at 16 million. The music industry currently favors Apple Music because it doesn’t offer a free ad-supported tier like Spotify. Allowing users to access music for free, even with ads and listening limitations has been ridiculed by artists, songwriters, publishers and labels, but many platforms, including Spotify, feel that it’s important to introduce users to the the value of streaming music first before asking them to pay. That said, many users are now hip to the the benefits of streaming music and that introduction may no longer be as necessary as it was previously.
Regardless, Spotify’s royalty payments are now a huge part of the revenue stream for most labels. Even though that amount still doesn’t make up for declining CD and download sales, the streaming user numbers are steadily rising, and many feel that it’s only a matter of time until streaming makes up the largest segment of recorded music industry income. Spotify might be leading the way, but until it eliminates its free tier (which has been rumored), the company will still receive the wrath of the industry. It won’t be alone, however, as other companies offering the same free tier will be lumped in the same boat, as the industry tries to move away from anything free.
Gen Z is coming of age and they have a whole different take on communication than the generations before. Gen Z is generally defined with birth years ranging from the mid or late 1990s through the early 2010s or starting from the early 2000s.
Notice that Twitter isn’t a part of the social mix. This goes to show that pictures and video are a big part of the Gen Z lifestyle, so if you’re fan base is in this demographic, this is something to strongly consider in future marketing campaigns.
Many fingers are being pointed at YouTube for not contributing much to label and artist bank accounts despite the enormous number of streams it generates.
For instance, YouTube claims that it had 50% of the 317 billion streams last year, yet paid only a fraction of what the paid tier from Spotify paid.
How much? We don’t have the exact breakouts, but a combination of YouTube, Soundcloud, and all the ad-supported tiers from all streaming services accounted for $385 million in the U.S. in 2015.
Premium tiers of Spotify, Apple Music, Google Play and others amounted to $1.22 billion last year.
While everyone is disgruntled with YouTube for paying such low rates, its response as been that it’s paid out over $3 billion dollars to the music industry, which is deceiving in that it’s over the services lifetime, not last year.
The fact of the matter is that YouTube is still the go-to service by most people to listen to music, yet it pays the least to artists, songwriters, labels and publishers.
Yet the company has the music industry over a barrel as it holds all the leverage. Whether an artist wants their music there or not, chances are some fan is going to upload it, so it’s always going to be available, and the price is still right at free.
Unfortunately, don’t expect this dynamic to change soon.