The Necessity of Changing the Strategy Conversation
The Necessity of Changing the Strategy Conversation Streaming is probably one of the biggest digital shifts we’re seeing. Around the world, conversations are taking place with companies about how to build successful business models around streaming—whether it’s books, audio, video or podcasts. These companies range from giants like Netflix to small indie podcast producers. I have a client who is an executive in strategy at a fairly large streaming organization in the United States, and I'm going to paraphrase some of the discussions we've had to underpin this overarching theme about the economics of streaming. Her business and many others are facing an underlying issue: Artists who supply content for streaming platforms are complaining because they’re not being paid enough. Whether it’s artists streaming on Spotify or podcasters streaming on other platforms, they feel that the percentage of revenue they make is not big enough. In the old model of the music industry, large record labels would listen to many potential stars, pick a few, pay them an advance, assign them a big budget and massive promotion, share around 30% of the profits or less, and only after the advance was paid off would the artists continue to get 30%…