Adele, Taylor Swift Remind Music Industry That Many Fans Still Want To Buy Downloads And CDs

Artists like Adele and Taylor Swift holding back their music from streaming services has shown that many consumersare still willing to pay to download their music, although such a tactic will likely start to become less and less profitable with time.

55% of consumers that buy downloads are aged 25-44, a core demographic for streaming services. Over the coming years this dynamic will lessen and streaming holdouts will find that the action will deliver diminishing returns. But for now the two will co-exist enough for specific artists to be able to make the windowing tactic work.

The bigger issue though, is all of those download buyers that are in the streaming demographic but don’t spend $10 a month on music and don’t want to start doing so. These are consumers that buy singles, often frequently, and albums by their favourite artists when they are in cycle, but are not high spending aficionados. At the moment their streaming option is, in practice, free. The 25-44 year old download buyers are the next big opportunity for subscriptions, but unless lower priced on-demand products come into play, not even Apple with all its marketing and platform might will convert them.

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