Music subscribers using digital platforms are
more daring in seeking out new artists.
BY PATRICK J. KIGER
Illustration by Ping Zhu
If you’ve signed up recently for Spotify,
Apple Music, Tidal, or one of the other
streaming audio services that now
account for more than half of all music
consumption, you may have noticed
that your listening habits have changed.
Now that you don’t have to pay for each
CD or digital download, it could be that
you’re venturing away from your longtime
favorites and checking out the likes of
Trombone Shorty, rockabilly chanteuse
Wanda Jackson, or some obscure punk
band from Finland whose name you aren’t
even sure how to pronounce.
If that’s the case, it wouldn’t
surprise Bart J. Bronnenberg, a Stanford
Graduate School of Business marketing
professor who’s been researching consumer
demand for musical variety and how it
influences their choices.
Bart J. Bronnenberg is a professor of
marketing at Stanford GSB.