Spotify puts piracy into perspective

Companies have to run, not just go, with two legs up in the air. In order to keep up with today’s digitalisation, aiming for 2% growth is just not enough. This message set the scene for the conference Business after Future (by Euroforum) yesterday in Berlin, where housing, transport and energy experts attended to prepare for disruption.

Despite a clear desire to innovate, some speakers stressed the need to identify first what you are really trying to improve. Should, for example, piracy be the main focus in new media models where certain music albums are sold more times than they are downloaded illegally? Will Page, Director of Economics of Spotify London explained how to address the serious topic of piracy. He demonstrated how in two pilot countries the passive majority of people executing illegal activities is leaving rapidly for the hard core piracy minority. Such learnings place the discussion about sales versus streaming in a different context and it’s a tendency from which all players in the media landscape can benefit. “No need to speak of competitors killing one another”, Page said.

The Swedish company has currently 75 million active users from which 20 million users pay to listen to their favourite music. This is a fast growing number of subscribers. And certainly exceeding 2%.