Streaming Music Discovery When The Journey Becomes The Destination
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When YouTube first starting rising to prominence streaming music was still in its infancy. Thus even though royalty payments were far from setting the world alight, there was a clear case for YouTube views driving discovery which then led to sales. Fast forward to 2015 and digital sales are rapidly losing ground to streaming which in turn throws into question the entire raison d'etre of on demand free streaming as a driver of sales. Add into the mix that only a minority of consumers use free streaming to discover new music and you have the ingredients for a perfect storm.
Companies mentioned in this report: Spotify, Pandora, Soundcloud, YouTube, Vevo, Apple