Tati Cirisano, an Analyst at MIDiA Research, dives into Spotify's potential new premium tier, Music Pro. The discussion reveals what the new features like enhanced audio quality and presale tickets might mean for superfans. Cirisano highlights the challenges of consumer price sensitivity and the possible backlash artists could face from added charges. The complexities of user expectations versus industry revenue goals are also examined, along with how platforms can balance profitability while meeting evolving consumer wants.
Spotify Music Pro aims to cater to dedicated music fans by offering features like premium audio quality and exclusive presale tickets, but its success hinges on consumer willingness to pay more than current subscription rates.
The challenge for music streaming services lies in addressing consumer hesitance about additional costs while innovating offerings that justify and enhance perceived value beyond existing subscription models.
Deep dives
The Value of Music Streaming Services
Music streaming services offer significant value for consumers, providing access to virtually every song ad-free for a monthly fee considerably lower than other subscription services like Netflix. At around $12 a month, music streaming is seen as the best bang-for-your-buck consumer subscription product available today. This pricing structure highlights the challenge faced by major and indie record labels as they seek methods to encourage consumers to pay more for music, especially in a market that seems perfectly satisfied with the current pricing model. The stark contrast in pricing between streaming services and other subscription platforms like Netflix continues to frustrate industry executives who wish for higher revenues.
Spotify Music Pro and Its Potential Features
Spotify is exploring the launch of a new premium tier, Spotify Music Pro, which could be priced around $18 per month and include features targeted toward super fans. This tier may provide premium audio quality, song editing capabilities, and early access to concert presale tickets for top artists, reflecting data on consumer willingness to pay extra for these features. The discussions surrounding such a tier represent a long-standing interest in catering to the needs of dedicated music fans who want more personalized and exclusive experiences. Such innovations could bridge the gap between music fans’ evolving expectations and the current offerings available in streaming services.
Consumer Sensitivity to Pricing and Premium Features
Consumers demonstrate hesitance regarding the additional costs associated with premium audio features and early access to music, raising questions about the actual demand for such options. Many consumers may not perceive any significant value in premium audio, as average listeners often struggle to differentiate between standard and high-fidelity sound quality. Similarly, the idea of exclusive early access to music releases has not been fully realized due to fears of alienating fans who feel that such features do not justify an increased cost. Hence, addressing consumer concerns about pricing sensitivity while simultaneously innovating product offerings is crucial for streaming services moving forward.
The Complexities of Concert Presale Access
The proposal to include concert presale access in subscription tiers raises challenges regarding the traditional ticket sales landscape, which is deeply intertwined with relationships between artists, promoters, and credit card companies. While presale access for fans is a desirable feature, the intricacies of existing partnerships and promotional agreements often complicate the implementation of such offerings. The likelihood of securing high-demand presale opportunities is contingent upon navigating a competitive environment in which fans are already critical of rising ticket prices. Therefore, effectively managing these partnerships and communicating their value to the consumer becomes essential for any successful integration of concert presale features into a new streaming tier.
According to Bloomberg, Spotify is exploring a new premium tier, Music Pro, which will include several new features and perks. But given what we know about music streaming, consumers, and record labels, who is this product really for? Will it work?
Listen to me and MIDiA Research’s Tati Cirisano break down all aspects of the industry’s goal to get consumers to pay more for music streaming.
05:15 Breaking Down Music Pro
07:52 Challenges in Music Streaming
15:56 How Concert Presale Tickets Work
20:33 Consumer Behavior with Music Streaming
28:31 Alternatives to Music Pro
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