Why is Daniel Ek repeating YouTube’s old arguments about the benefits of ad-supported music? musicbizworld’s Tim Ingham takes a closer look at Spotify’s new tune
. Forget any notion of the average Spotify subscriber paying $9.99 a month: Globally in Q1 2020, the average Spotify subscriber actually paid $4.87. That was down 6% year-on-year, and the first time in history this figure fell below $5.
If Spotify’s ARPU continues to tumble, you can bet your bottom dollar it will make the bosses of the three major record companies increasingly uncomfortable.
After referencing AM/FM radio listeners and the “billion-user opportunity” they represent for Spotify around the world, Ek told Bloomberg: “All the people consuming radio in the US today [comprise] well north of 80% of the population. That’s the opportunity we’re going after, and we still think it’s early days. Once you’re hitting more maturity, when it’s hard to grow, that’s where you’re looking at price increases. We’re just not there yet.
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