We should always take research like this with a skeptical view, but it’s hard to argue that the money to be made is in serving mouth-breaking masses who want their music prescribed to them through easy to consume experiences (like terrestrial radio, ironically).
Meanwhile, I’m loving my paid Spotify membership purely because there is so much range through so many niche genres AND I DON’T HAVE TO LISTEN TO THEIR CRAP RADIO…
But most consumers don’t care if Spotify has tens millions of songs, according to the latest research. And they aren’t fanatics trying to discover new music or research obscure bands.
Instead, the real money may be in “lean-back listening,” a less interested group that research groups Mahindra Comviva and Ovum Research say is sorely underserved and oftentimes ignored.
“The problem for the music industry is to ensure its services and features appeal to the lean-back listener, an easy-to-eat rather than all-you-can-eat approach. Lean-backs are looking for help to discover their musical taste, and are big listeners of hit radio stations, looking to have digital music recommended, curated, themed and packaged for them.”
According to the report, a continued over-emphasis on lean-forward fanatics could be killing the streaming industry. ”Without an appropriate model with refined focus, programming, ‘packaging’ and marketing to attract and keep the lean-back listener, the music industries expansion beyond the core listener to the mainstream majority could be weak.”
People Just Aren't That Into Music, Study Finds… | Digital Music NewsDigital Music News.