Midia Research founder Mark Mulligan analyzes the “freemium” space by comparing YouTube (and its new Music Key subscription service) to Spotify and Pandora. YouTube has changed from a marketing tool to a full-fledged listening destination, the author asserts, and should be modeled more like Pandora than Spotify. Continue Reading
Thought leader and guest contributor Mark Mulligan looks at just-launched YouTube Music Key, and digs into a series of questions about artist response, the fate of music video service Vevo, the potentially changing price point of music subscription, and a YouTube identity crisis. Continue Reading
Mark Mulligan of MIDiA Research wrote a blog post with his insights about the current price issues for streaming music. He highlighted the apparent either/or choice facing listeners – pick a totally free platform or pay $9.99 a month for a subscription – as a problem for the music industry to solve. Continue Reading
This guest column identifies a “middling majority” of music creators whose businesses are not thriving in the streaming music services. Mark Mulligan proposes a formula for better monetizing a band’s relationship with listeners and fans — and offers a worksheet of the model for artists to work with. Continue Reading
Midia Research released a report called The Streaming Effect, which gathers some penetration and consumer behavior metrics into a cogent state-of-the-industry message, with a future forecast. Midia founder Mark Mulligan sent us a copy of the subscription report. Continue Reading
Mark Mulligan is one of the industry’s most astute observers and analysts. This guest column examines customer sharing, revenue cannibalization, and the next five years in music — “one of the music industry’s most dramatic periods of change. The last ten years might have been disruptive but the change that is coming will be even more transformative.” Continue Reading
MIDiA Research, recently launched by Mark Mulligan, has completed a study examining the characteristics, attitudes, and behavior of “digital natives.” The focus is mostly how they approach music. What are Digital Natives? A young demographic that has never known a world without online connectivity and unlimited music and audio choices. Understanding the mindset and decisions of that population shines light into the future of listening. Continue Reading
Mark Mulligan is co-founder of MIDiA Consulting, and has been a digital music analyst for over a decade. In this guest column, he observes how a “new generation of retailer behemoths carves out new territory.” Noting that media companies risk becoming collateral damage in this trend, Mulligan lays some responsibility on record labels, both majors and indies. Original research from MIDiA Consulting offers an indicator of YouTube’s streaming impact. Continue Reading
Mark Mulligan is co-founder of MIDiA Consulting, and has been a digital music analyst for over a decade. In this guest column, he compares Amazon’s music strategy with those of Google and Apple, and speculates about the future perceived value of music. Continue Reading