Digital Music by Subscription is IT

27 Dec 2004|Leigh Marinner

Forget shelling out $.99 per song. Monthly subscription to digital music is easier and it matches the actual behavior of teenagers and young adults, who share songs widely, passing playlists around their circle of friends. And our research shows that many adults who consider music an important part of their life love to discover new music and share it with their friends – and what better way than having unlimited access to a library of 900,00 songs on Napster, Rhapsody, etc.

All that is missing is a company ready to invest in promoting subscriptions to consumers. Yes, consumers fear “losing” all their music if they stop their monthly subscription payments. But there are ways around this – e.g. give subscribers ownership of x songs with a one year subscription. Steve Job’s opposition to subscriptions for iTunes is missing the boat. This is a golden opportunity for someone like Walmart or Sony or Microsoft to jump onboard.

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