Apple’s $3 billion purchase of headphone maker and streaming music company Beats Electronics sheds light on a rarely recognized reality in the music-streaming industry: It’s hard to succeed in the business without offering other products and services.
Streaming-music companies such as Beats Music, which charge users up to $10 a month, can sometimes pay as much as 70 percent of their revenue in artist royalty fees. That leaves little for advertising and promotional campaigns to explain to consumers the benefits of paying for a music service.
“The only people that can afford to get into this business have other main businesses,” said Mark Mulligan, a music industry analyst and blogger with MIDiA Consulting. “Every service ends up putting itself into significant debt just to cover its basic operating costs.”
Even streaming leader Spotify — with 10 million paying customers worldwide — is reportedly burning through cash as it seeks to attract enough subscribers to help it turn a profit. With just 250,000 subscribers, analysts say Beats Music is even further from that goal.
Although analysts say Apple’s purchase is largely an acquisition of talent and a way to offset the declining popularity of iTunes song downloads, the company notes its main source of revenue has always been from devices. Music just makes the devices more usable.
If Apple Inc. pushes hard to promote streaming-music subscriptions and makes the idea more acceptable to a broader audience that currently purchases downloads or acquires pirated music, it could help music services.