One striking data point stands out from the new FIMI report published yesterday: 75.2% of Italians regularly use audio streaming.
It looks like a total victory for digital, right?
But if we dive deeper into the premium conversion rates, we discover a striking reality: 83.3% of users who listen to ad-supported music have absolutely no intention of paying for a subscription. Zero.
And the barrier isn’t necessarily financial, considering that the average amount they would be willing to spend just to remove ads is a mere €4.70.
For the vast majority of people, music on streaming platforms has become ambient background noise—a form of passive consumption exactly like traditional radio.
The perceived value of having universal access to the world’s entire music catalog has plummeted. When everything is free and just a click away, the average user feels no need to invest.
The challenge today is no longer about chasing massive, aggregated numbers of passive listeners. Instead, it’s about tapping into that 12% of superfans.
They spend an average of €138 per month (142% more than the average listener) because they are looking for physical experiences, vinyl records, merchandising, and concert tickets.
That is where the sustainability of a project is built.
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I am Andrea Corelli, Music Industry Professional and Advisor.
I share strategies, backstage insights, or the stories behind a song on LinkedIn.
If you need help with your artist, record label, music project, or startup, feel free to reach out.