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  • Robert Lyons Share His Presentation “Music Streaming Services: Factors in High Adoption
  • Countries” in The First Music Industry Forum 2014
  • 来源:School of Music and Recording Arts   | 日期:2014-11-07      
  •  On Nov. 6th 2014, The First Music Industry Forum 2014 was held successfully. In the meeting hall of Communication University of China’s new International Communication Center, professor Robert Steven Lyons gave an authoritative and detailed speech on factors in high adoption countries of Music streaming service.

    Robert exhibited the high mobility of stream media with a research; 52% of people around the world use smartphones to listen to music, and the figure has been increasing by 26% each year; In the US, the largest streaming service provider is Pandora, with 83% of it users listening to music over their smartphones. As the prices of smartphones are dropping and getting more affordable, it laid a hardware foundation for the popularity of streaming media. Professor Lyons explained that streaming is actually a virtual service commodity, by comparing examples. Unlike physical commodities, virtual service commodities require little copy final costs, which makes it the new trend of market.

    So what platforms are needed to combine patterns of music streaming media with cross-boundaries factors? Professor Lyons listed 3 patterns: advertisement support, free service and pay subscription, and correspondingly, he came up with 3 examples: Pandora、Spotify and Rhapsody. He then presents a series of statistics of streaming media market share, which makes it obvious that streaming services are gaining more and more attention in the market and has become an indispensible part of the system.

    He introduced another question: what is affecting the occupancy rate of streaming services ? The answers could be mobile subscription, smartphone popularity, mobile infrastructure, and the bundle service by mobile service providers. Although China has low subscription rate, the growth rate is higher than world average. With the steady growth, subscription rate in China is hopeful to reach the level of developed countries, such as Norway, Denmark, and the US.

    Comparing China with Scandinavian countries, 3G is currently more popular than 4G, and there’s still room for bundle services to grow, and Color Ring Back Tone is a success. It is believed that streaming would be the future of Chinese market, expanding mobile infrastructure, and booming bundle services.

     

     

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