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Why They Come Back
April 27, 2021
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“Of Spotify’s 60 million active users, 45 million listen free in exchange for being served ads; the other 15 million pay $10 a month for ad-free listening.” (Slate.com)
“Like so many other tech companies today, (Spotify) has responded to a challenge by deciding it needs to become everything to everyone. Total domination has a nice ring to it, but there’s something to be said for doing one thing well.”
“Unlimited access to a mediocre version of anything you want surely isn’t what will keep users coming back.”
Those last two quotes are from Wired.com.
Owners and operators of broadcast radio stations should pay attention to that last insight because it is certainly true.
“Unlimited access to a mediocre version of anything you want surely isn’t what will keep users coming back.”
Your station(s) need to surprise and delight every time we listen, not just in one or two segments of Morning Drive.
What Radio does better than any streaming service ever can is human-to-human connection. Spotify can’t be local. They’re not trying to be a human companion as we listen. They’re designed to be a music box with less clutter and bigger playlists than Radio.
So, read it again: “Unlimited access to a mediocre version of anything you want surely isn’t what will keep users coming back.”
We forget — or ignore — that at our own peril.
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