The Price of Free. Spotify’s Battle for Product-Market Fit in the Streaming Wars of 2015. – Pricing Strategy
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| Publicado en: | PQDT - Global (2025) |
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ProQuest Dissertations & Theses
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| Acceso en línea: | Citation/Abstract Full Text - PDF |
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| Resumen: | In 2015, Spotify faced challenges in its pricing strategy due to high licensing costs, competition from Apple Music, and a low conversion rate from freemium to premium users. The company operated on a freemium model, but with 70% of its revenue directed towards royalties, profitability remained a significant issue. To improve Average Revenue Per User (ARPU) and achieve financial sustainability, Spotify could explore several adaptive pricing strategies, including tiered pricing, regional pricing, and usage-based models. Additionally, employing psychological pricing techniques, offering bundled services, and providing discounts could help increase user conversions. By implementing these strategies, Spotify can optimize its revenue while maintaining a competitive edge in the ever-evolving music streaming market. |
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| ISBN: | 9798297973954 |
| Fuente: | ProQuest Dissertations & Theses Global |