l’hanno caricata su HypeBot ma fa parte di una mega ricerca realizzata da Emarketer (è pure acquistabile…prezzo…ehm…)
Dovrebbe mostrare l’evoluzione futura del mercato musicale (USA)
La famosa Harvard Business School ha condotto una ricerca sulla musica digitale. Anita Elberse ha indivisuato alcuni punti chiave (leggi notizia originale)
* “when consumers start buying music online, they switch from buying full albums to cherry-picking their favorite songs…each album no longer bought is “traded in” for one, perhaps two, individual songs”
* “a drop of around one-third of the total weekly sales across the album and its associated songs is directly attributable to people switching to buy music online”
* “The number of songs on an album does not really matter…That is, bundles that are highly uneven in how popularity is distributed across individual components see an even greater decrease in revenues over time…it doesn’t necessarily correspond with the popular belief that one or two popular songs can “make” an album.”
“Smaller, More Consistent Bundles”
* “A strong artist reputation helps to curb the negative impact of unbundling. Consumers are more likely to buy full albums from established bands like U2 with a strong track record of success”.
* How should labels respond? “Labels should rethink the essence of a bundle…My results show that giving preference to quality over quantity and designing smaller, more consistent bundles may be beneficial.
* “Labels did themselves a disservice by granting a player like Apple such power in the channel..the company isn’t even primarily in the business of selling music…”
* “This may be the most important lesson for other content producers. They should consider which intermediaries they let into the channel and under which terms, or better yet, aim to be that intermediary themselves…”.
In questi ultimi giorni si è parlato più volte di varie ricerche che in qualche modo cercavano di far luce sull’effettiva dannosità della pirateria nel mercato musicale. Ricerche spesso completamente contraddittorie: chi dice che la pirateria fa addirittura aumentare le vendite e chi dice (appoggiate da IFPI) che invece è solo un male da combattere.
In questi giorni è arrivata un’altra ricerca con dati molto dettagliati direttamente dal Times Online Blog. I dati provengono dalla BPI (quindi sono ufficiali) e riguardano il Regno Unito.
Guardiamo punto per punto.
Si nota come il problema della pirateria e la “crisi” non sia tanto dal lato degli artisti (che invece hanno una curva positiva), ma per le case discografiche.
Interessante anche il grafico complessivo, dove si nota che come mole totale il fatturato sia in crescita
Per chi volesse vedere i dati nel dettaglio vi rimando a questa tabella
Pochi giorni son passati dalla news sulla ricerca in cui sembrava che chi più scarica illegalmente più compra.
Oggi IFPI smentisce la cosa attraverso un’articolo sul proprio sito
The net effect of illegal file-sharing in the UK and elsewhere has been to reduce legitimate sales. This is why spending on recorded music has fallen every year since illegal file-sharing began to become widespread.
4th November 2009
Demos, the UK political think-tank, has released a widely-reported survey on music downloading which may be misinterpreted as suggesting that illegal file-sharing stimulates rather than reduces legitimate music sales.
That inference would be completely wrong. The research behind the Demos project, by Ipsos, shows the obvious fact that many illegal downloaders are music fans who buy more music than the average consumer. It does not prove that illegal downloading promotes legitimate sales. On the contrary, the net effect of file-sharing on music purchasing is overwhelmingly negative as evidenced by numerous third party studies around the world.
The research, conducted by Ipsos, shows that a proportion (26%) of illegal file-sharers claim to purchase more music as a result of their activity (this compares with 66% who claim they purchase either the same amount or less music). It also reflects the unsurprising fact that fans who buy music are also prepared to acquire it from other sources, such as illegal services. Eight out of 10 illegal downloaders claim to have bought music in the past 12 months.
These findings do not prove that illegal file-sharing boosts music sales. They only reflect that there is an overlap between those people who download music illegally and those who purchase music. This is not an original finding and it is consistent with the typical profile of many music fans who today acquire music from different sources, some legitimate and some not.
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