家庭訂閱方案回頭傷害到Spotify這樣的串流平台

  • 流覽次數:: 96
  • 分類: 產業區
  • 分享次數:
  • 作者: 音樂地圖
    • 201810/0808:57
    ◎為了讓更多的用戶對串流服務的參與度更強,這些串流平台提供了家庭訂閱方案,允許多個用戶一起透過一個月度帳單收費,雖然這做法成功了,但這樣的交易形式現在又以收入減少的問題反過來困擾著串流媒體。

    ◎回頭在某個時間點來看,多個用戶一起透過一個月度帳單收費的家庭訂閱方案似乎是讓更多人加入音樂串流媒體的好方法,特別是當它剛推出的時候。但根據Billboard的一篇報導,這種策略實際上可能執行得太好了,因為很多用戶現在都在使用家庭訂閱方案,使得雖然用戶增加了,但每位用戶帶進的平均收入也下降了。一些大型串流媒體的高階主管現在擔心這些方案可能過於慷慨。

    ◎看起來現在全球串流媒體用戶總數中有將近一半是使用家庭訂閱方案,一個帳單中平均有3到4個用戶(有些方案允許最多到6個用戶),這意味著平均每個用戶僅支付3.75美元而不是單個用戶訂閱所付的9.99美元。Spotify、Apple Music、Pandora、Amazon和YouTube都有提供這種方案,Spotify的初始方案是第一個用戶收費9.99美元,之後每增加一個用戶就多增加5美元,而當Apple Music推出其家庭方案時,Spotify被迫跟進。現在兩家都提供包括最初的帳單支付用戶在內可以另外再多5個「家庭成員」的方案。雖然華爾街股市看起來並不擔心前景,但主要唱片公司和Spotify的高管們開始懷疑該策略是否會在未來傷害到音樂產業。

    ◎由於用戶不必真的是一個家庭的成員才能加入該方案,許多主要用戶與他們的朋友分享該方案,這就是問題所在。這樣做的缺點是你受到主要帳戶持有人的支配,如果他沒有支付帳單或決定改成單一方案,就會影響到其他在同一方案中的訂戶。家庭方案實際上非常精準地實現了它本來應該達到的目標,就是為了快速的讓很多人開始使用串流音樂。不過,如果串流平台在將來從降低帳戶中的成員數目限制開始整頓訂閱方案也可說是意料中的事。

    詳細全文:

    In an effort to get more users hooked on their services, streaming platforms offered the Family Plan tier, allowing for multiple users on a single monthly bill and, while successful, such deals are now coming back to haunt streaming services in the form of reduced revenue.

    Guest post by Bobby Owsinski of Music 3.0

    At one point in time the Family Plan tier with multiple users on one monthly bill seemed like a great way to get more people on board with music streaming, especially when it was new. This strategy actually turned out to work too well though, as so many users are now on Family Plans that the average revenue per user has dropped even though streaming users have increased, according to an article in Billboard. A number of high-level streaming service execs are now worried that the plans may too generous.

    It seems that nearly half the total worldwide streaming subscribers are now on family plans, each with an average of 3 to 4 subscribers (some plans allow up to 6 users). This mean that on average each user is paying just $3.75 instead of the normal $9.99 for a single user subscription. Spotify, Apple Music, Pandora, Amazon and YouTube all offer these plans.

    Although Wall Street doesn't seem too worried by the prospect, execs at the major labels and Spotify are beginning to wonder if the strategy is going to hurt the industry in the future. Spotify's initial plan was $9.99 for the first user, and an additional $5 for each user thereafter. When Apple Music launched its family plan Spotify was forced to follow. Now both offer plans that include the initial bill-paying user and up to 5 additional "family members."

    Of course, you don't exactly have to be part of a real family to make that work and that's the problem, as many main users share a plan with their friends. The downside of that is that you're at the mercy of the main account holder and if he or she doesn't pay the bill or decides to change to a single premium account, you're out of luck, but you'll still enjoy listening for free in the meantime.

    The family plan actually worked beautifully in achieving exactly what it was supposed to, and that was to introduce a lot of people to streaming music quickly. Don't be surprised if the streaming platforms begin to reign the programs in a bit in the future though, starting with fewer members on an account.

    Hypebot

    https://bit.ly/2ONVT8g