In addition to attracting more subscribers, Spotify and the like might want to consider other approaches to growing revenue.
What does this have to do with music subscriptions? Plenty. People share accounts to Spotify, Apple Music and other music subscription plans just as they share accounts to video subscription services. Music services are also under pressure to generate more revenue for rights holders and creators. Spotify has opted to experiment with small hikes in multi-user subscriptions such as family plans rather than broad price increases. Instead, Spotify et al.
The latest data show account sharing remains widespread in the U.S.: 15.2% of people surveyed by MusicWatch used a music streaming service log-in and knew it wasn’t for a family plan, according to the MusicWatch Annual Music Study 2021. That was down from 18.6% in 2020 but higher 2018 and 2019 . MusicWatch’sfound that about one in nine Americans using a music subscription were streaming using someone else’s password.
Improving monetization doesn’t require widespread, unpopular price increases. Small tweaks can help build the marketplace and convince more people to become paying customers. Netflix’s option to transfer a profile to a new account eliminates some of the pain in starting an individual subscription. If a music streaming service followed suit, a person could start a new subscription and keep all their playlists created under a previously shared account.
Music streaming services are increasingly under pressure to deliver more royalties to creators and rights holders. Tackling account sharing is a sensible option. Even gentle nudges, not heavy-handed tactics, can produce results.
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