Música de nichos: A longa Cauda está certa (e os canais de streaming ganham com isso)
«(...) One recent study, conducted and reported by a respected music industry publication, The Lefsetz Letter, compared the overall music sales — both physical and digital — of the calendar year 2000 (the peak sales year to date for the industry) with sales in 2007, and found that the 2007 figures were down about a third (–36%) from the 2000 sales.
Then Lefsetz compared the individual sales of each of the top 10 selling records for those two years with one other (i.e., sales of the #1 record of 2000 compared to the #1 record of 2007, #2 with #2, and so on), which you would expect to approximately reflect the same one-third drop — but they did not.
Instead, the records that occupied each of the top 10 slots for 2007 were off from over 50 percent to nearly 70 percent compared to the sales for the records in those same positions for 2000.
Always in stock
This substantially disproportionate drop for the bestsellers of 2007 indicates that music sales are clearly trending toward greater diversity and choice.
One possible reason is that across that seven-year period, online music stores have made it possible to search, browse, sample and purchase a far wider variety of music than consumers ever could in any physical store.
In other words, a digital inventory allows the complete “Long Tail” to be kept in stock at all times, and as a result, the comet’s head is shrinking and its tail is getting fatter. (See the Sept. 1, 2006 edition of this column at rwonline.com if that reference escapes you.) (...) On the other hand, there are other purveyors of music radio — Internet and satellite broadcasters — that do more closely embrace the trend toward greater choice and diversity with narrower formats.
They can do it because their environments allow them to operate more simultaneous services on a full-time basis. That and other efficiencies of digital processes (automation, etc.) allow them to build a viable aggregate audience with fewer listeners per service than terrestrial radio requires.
Ironically, this is not because these new media operators have more channels per se. The largest terrestrial radio companies actually own a far greater number of channels than any satellite or Internet radio service operates, but because of the geographic distribution of terrestrial channels, the same narrowing (or “niche-ing”) of formats cannot be applied there.» (Skip Pizzi, Toward an Embarrassment of Niches, RWOnline, 2.13.2008)
Then Lefsetz compared the individual sales of each of the top 10 selling records for those two years with one other (i.e., sales of the #1 record of 2000 compared to the #1 record of 2007, #2 with #2, and so on), which you would expect to approximately reflect the same one-third drop — but they did not.
Instead, the records that occupied each of the top 10 slots for 2007 were off from over 50 percent to nearly 70 percent compared to the sales for the records in those same positions for 2000.
Always in stock
This substantially disproportionate drop for the bestsellers of 2007 indicates that music sales are clearly trending toward greater diversity and choice.
One possible reason is that across that seven-year period, online music stores have made it possible to search, browse, sample and purchase a far wider variety of music than consumers ever could in any physical store.
In other words, a digital inventory allows the complete “Long Tail” to be kept in stock at all times, and as a result, the comet’s head is shrinking and its tail is getting fatter. (See the Sept. 1, 2006 edition of this column at rwonline.com if that reference escapes you.) (...) On the other hand, there are other purveyors of music radio — Internet and satellite broadcasters — that do more closely embrace the trend toward greater choice and diversity with narrower formats.
They can do it because their environments allow them to operate more simultaneous services on a full-time basis. That and other efficiencies of digital processes (automation, etc.) allow them to build a viable aggregate audience with fewer listeners per service than terrestrial radio requires.
Ironically, this is not because these new media operators have more channels per se. The largest terrestrial radio companies actually own a far greater number of channels than any satellite or Internet radio service operates, but because of the geographic distribution of terrestrial channels, the same narrowing (or “niche-ing”) of formats cannot be applied there.» (Skip Pizzi, Toward an Embarrassment of Niches, RWOnline, 2.13.2008)
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