Apple Bundle Math
When doing the math and trying to decide if $20 or $80 or whatever is a good deal for an Apple-and-music bundle, a few things need to be in the calculations. First is the classification -- download versus tethered download. Big difference in revenue and royalties. The former is an unlikely scenario. The latter is a better guide to how the upfront fees would be disbursed (exactly how this would happen, though, is a big question mark).
Second is the amount of lost sales. Apple and labels would need to offset not only the average number of downloads per iPod, they would need to make up for lost CD sales as well. (Digital album downloads, too, but I'll say CDs to make it easy.) Market research will confirm or deny this, but I think people should expect an all-you-can-eat plan to reduce the number of CDs purchased by iPod owners. Speaking only about my purchasing habits, I can say my access to tethered downloads has greatly reduced the number of CDs I purchase. (This NPD presentation presented at the 2007 NARM convention says 25% of music buyers purchased both downloads and CDs. That was in 2006. I would imagine the number has risen since then.)
JupiterResearch's David Card ran through some of his numbers:
According to Jupiter surveys, somewhere between 5% and 15% of the songs on anyone's iPod are purchased from a downloads store, the average user has 1500 songs on his iPod (though that's skewed by big collections: only 20% have more than 1,000), and the average iPod user spends $20 to $35 per year -- not over the lifetime of a device -- on downloads. (The average paying downloader actually spends at least $10 more, but a lot of iPod users don't buy any downloads.)
If moving a consumer to an all-you-can-eat bundle results in one fewer CD purchased per iPod owner per year, labels are out about $10 for the CD and another $13 to $23 for lost download revenue. Since Card says the average downloader (as opposed to iPod owner, since not all iPod owners purchase tracks) spends at least $10 more per year, let's go with the high end and say a downloader buys $45 per year in downloads. That's $30 for the labels that would be lost (assuming the person completely stops buying downloads).
One lost CD sale increases the opportunity cost of a bundle from $30 to $40 per year per iPod. If a person replaces his/her iPod every year, $40 per device would cover the lost revenue. If the higher price (for the premium bundle) causes owners to hang on to the device for two years, and if the subscription lasts the life of the device (unknown at this point), the cost of a bundle would be $80 per device. (I won't get into the potential disruptions a CD-for-subscription exodus would cause for existing CD sales channels. CD sales are bad now, but a successful Apple bundle would cause CD sales to drop at an even faster rate.)
For the sake of this argument, let's say a switch to the bundle results in two lost CD sales per year and a 100% reduction in downloads.
- Cost of lost downloads: $30 ($45 purchased, $30 wholesale to labels)
- Cost of lost CDs: $20 wholesale
- Total annual revenue lost from switching to bundle: $50 ($30 downloads and $20 CD)
- Total revenue lost over two years: $100
The scenario is only for more active music buyers, and one could assume a fair number of people were going to stop buying CDs anyway. If heavy buyers switch to the subscription model, the bundle idea could work if the infrequent buyers make the switch as well. Larger losses will be balanced by far smaller losses. A way labels can come out ahead is if those iPod buyers who previously did not buy downloads opted for the more expensive iPod-music bundle. That's found money.
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