Italy has started blocking the pirate sites completely and this has been going great now. The traffic for music pirating sites is decreasing a lot already. Now piracy has become one of the least priority issues for the Italian Music industry. But there is another great threat that is posing to be a bigger problem in the industry altogether. Yes, there is another threat that can be severe for the industry.
Conversion of Free YouTube and Spotify Users To Premium is Not Easy
As it has become tough for people to use pirated sites, they are turning towards YouTube and Spotify free versions. Although these two platforms provide some ads along with the music, it is not bothering the users.
They are happy to be on these platforms and listen to music without paying anything. A study has proven that nearly 90% of Italians prefer YouTube for listening to music.
These users are listening to music legally but they are not paying for it. The record labels want the users to pay for the music that they are hearing but it seems like an impossible option now.
Mazza, one of the record label company said that the conversion rates are below average. The company is particularly requesting Spotify to increase the campaigning and marketing for their premium membership.
Although the traffic for piracy sites is decreasing, it isn’t turning into a big revenue for the companies. It has become important for music streaming companies to turn their free users into paid ones. But they have to be careful here as if they cut more free options, users may return to the pirated sites again. Companies like YouTube and Spotify should take a decision regarding conversions now.
Source – TorrentFreak
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