英語-Spotify的營銷戰(zhàn)略分析

-1-2.2.2CurrentSituationoftheInternationalMarketSpotify’sstrategyofconstantlyexpandingintovariousplatformshasbecomeanecessaryprocessinordertocontinuetohavealargenumberofusersandsubscribers.Theintegrationofmusicandplatformwillplayanimportantdrivingroleinwhethercustomerschoosetobuytheproduct.AllhardwareproductslaunchedbySpotifyonthemarketincludeitsownservices,andevenproductsfromcompetitorssuchasApple,Google,andAmazoncanuseSpotify.Ontheotherhand,Appleiscurrentlylockedinitsownecosystem,andcustomerswhowanttouseiTunesmusiccanonlypurchaseApplerelatedproducts,whichhascausedcertainlimitationstothepromotionofiTunes.broadbandconditionsanddownloadspeed.Eachdownloadcost$10andtook16hours.

ChapterThreeSWOTAnalysisofSpotifyThisarticlecollectsdataandconductscomparativeresearch.Basedontheexistingresearchresults,itanalyzesandorganizesthedatafromtheperspectiveoftoday’smarketmusicapps.Startingfromthebigdataonlinemusicapp,usersconductedananalysisandresearchonSpotify.3.1StrengthsofSpotifySpotify,asaforeignsoftware,hasalowthresholdforuseandcanbeuseddirectlywithouttheneedforVPN.Itisnotstuckandisverysmooth;Asimpleandconvenientexperiencetogetstarted;Highsoundquality;Themusiclibraryisrich,andalmostallmainstreamEuropeanandAmericanpopmusiccanbefoundhere,andeachartist’salbuminformationisalsoverycomprehensive;Featuringsocializedmusic,Spotifynotonlysubmitsmusiclisteningrecordstousers’accounts,butalsoprovidesanannualplaylistsummaryattheendofeachyear,withalargenumberofsocializedmusicattributes.Includingplaylistcreationandsharing,artistradio,musicrecommendations,popcharts,andmusicstyleradio.3.1.1DevelopmentintheStreamingMediaEraStreamingplatformssuchasSpotifyandAppleMusic,includingdomesticQQMusicandNetEaseCloudMusic,haveprovidedmusicianswithanewdistributionmodel,allowingthemtomoredirectlydelivertheirmusictotheirlistenerswithoutrelyingonthesupportofrecordcompanies.Inaddition,thepopularityofstreamingmediaplatformshasalsopromotedmusicandculturalexchangesworldwide.Spotifyhaslaunchedamobilestreamingserviceforallusers,whichwaspreviouslyonlyavailabletosubscriptionusers.DuetoSpotify’ssuccessfuluseofitsfreeproductsasachannelforpaidsubscriptions,providingadvancedfeaturestofreeusersmakesSpotify’sfreeproductsmoreattractive.Spotifytookthesameapproachagainin2014,liftingtimerestrictionsonallaccountsworldwide,makingSpotify’sfreeproductsevenbetter.Spotifystreamingreferstousersbeingabletolistentomusicinreal-timeonSpotifywithouttheneedtodownloadmusicfilestolocaldevices.ThebillingmethodforSpotifystreamingiscalculatedbasedontheplaybacktime,whichmeansthateveryminuteofplaybackwillbecharged.Inaddition,Facingthecurrentmusicmarket,streamingmediaisanindispensableway.Whetherit’sthespreadrate,popularity,orrankingonthefinalmusicchartofsongs,Spotify,asoneofthethreegiantsofmusicapps,providesaconvenientmediaplatform.Themusicmarketisinseparablefrommusicperformance,whichisalsoinseparablefrommainstreamstreamingmedia.Spotifyseizedthisopportunitytonotonlycontributetothemusicmarket,butalsoimproveitsowndevelopment.3.1.2ExtremelyHighUserExperienceSpotify’sloginprocessisstraightforwardandthepageiscolorful.Inthewelcomeinterfaceoftheapp,youcanloginthroughaFacebookaccountorregisteranewaccount.Itisthebestpracticeforpromotingmobileappstoinformusersoftheusefulnessoftheappduringtheloginprocess.Ifusersdon’tknowwhattheycangetfromit,theyarelikelytogiveupthesoftware.Whentheuserhascreatedanaccount,theywillenteraninterfaceandselecttheirfavoritemusician.Thisisanenjoyableloginprocess.Afterselectingafavoritesinger,apersonalizedmusicplaylistwillpopupalongwiththedefaulthomepage.AftertherecentupdatetoSpotify,nonpayinguserscanbrowse15playliststhatmatchtheirinterestsforfree.However,inotherplaylists,artistpages,andalbums,userscanstillonlyplayrandomlyandcanonlycutsixsongsperhour.3.2WeaknessesofSpotifyWhenitcomestoinadequacy,manypeoplewillmentionvariousrestrictionsonSpotify’suseinChina,andinmanycases,itisuncontrollableforSpotify.Infact,ifyourladderisstableandyouonlylistentoEnglishsongs,thevastmajorityofexperiencesareexcellentcomparedtodomesticandservice.However,Spotifystillhassomeareasforimprovement.Thefreeversionhasadvertisements.Thefreeversionhasalimitednumberofsongcuts.SpotifydoesnotsupportdomesticIPregistration,anddownloadingandusingSpotifyrequiresotherappstoresandladders,respectively.ThepricesofSpotifymembersaresegmented,andthepricedifferenceisalsoverylarge.3.2.1RestrictionsontheScopeofIPRegistrationSpotifyhasdisableditsownlyricsfeature.Forthosewhowanttolearnsongswhileplayingmusic,thisisreallycomplicated.Freeusershavepoorqualityperformance.UnlessusersareaSpotifypayinguser,userscanrememberthatwhentheylisten,theaudioqualityisverylow,witharateof160kbps,althoughpayingusersreceive320kbpsofstreamingaudio.Availableinalimitednumberofcountries/regions.Spotifyusersmustusefreeprogramstorespondtosoundadvertisementsinfavoritetracksorradioprograms.Inaddition,theycannotdownloadspecifictracksonrequest,andthenuserscanskip6streamsperminute.Thisisanegativeexperienceforusers,especiallywhenuserslearnsomethingyoureallydon’tlike.3.2.2UserEvaluationswithMixedReviewsThemostattractivefeatureofSpotifytousersisitscopyrightandexclusiveplaylists.Firstly,Spotify’smusiclibrarycanalmostbesaidtobethelargestamongthemainstreamstreamingsoftware.Anditsexclusivecustomizedplaylistisreallywelldone,somanypeopleareunwillingtoleaveSpotifyOfcourse,therearealsonegativeaspects,suchasthemostobviousbeingthesoundquality.Spotify’ssoundqualityis320kbsofMP3sound,whichisnotreallygoodcomparedtootherstreamingmedia.However,thelackoflyricsisamajorissue,asuserscannotviewthelyricsofthesongonthissoftwareandcanonlywatchitthroughotherchannels,whichhasledtomanypeoplegivingupusingthissoftware.Anotherissueisthattherearestilldoubtsaboutcopyright.Althoughmostsongshavelegitimatecopyright,afewsongsstilllackcopyright,whichhasplantedabadseedforsubsequentdisputes.3.3OpportunitiesofSpotifyAsaglobalstreamingplatform,Spotify’sabilitytofunctioneffectivelyineachcountrydependsonitsabilitytoadapttolocalbroadbandinfrastructureandpolicies.Intheprocessofinternationalexpansion,Spotifynotonlycarriesoutcross-regionalandcross-platformcooperationwiththestrategicpolicyofdiversityandinclusiveness,whichpromotestheaggregationeffectofcontentandchannels,butalsoisproficientinseekingbalanceandcompromiseattheboundarybetweennationalregulationsandbusinessoperation,inordertoopenupdiversifiedmarketsandpromoteusergrowth.Inthecategoryofdigitalattentioneconomy,streamingmediaplatformsconnectbrandbuildinganduserbehaviorcloselythroughusers’immersiveparticipationandsharing,supplementedbyon-demandconsumptionembedment.3.3.1TrendsinStreamingMediaIntheeraofpopularstreamingmedia,boththemusicandfilmmarketshavebecomeinseparablefromstreamingmedia.Streamingmediatechnologyreferstoatechnologythatcompressesaseriesofmediadataandtransmitsitinsegmentsoverthenetworkinastreamingmanner,achievingreal-timetransmissionofaudioandvideoforviewingonthenetwork.Streamingmediaactuallyreferstoanewtypeofmediadeliverymethod,includingaudiostreaming,videostreaming,textstreaming,imagestreaming,animationstreaming,etc.,ratherthananewtypeofmedia.Thecompetitionforsongs,aswellastheprogressandretreatofcharts,iscloselyrelatedtostreamingmedia.3.3.2DependenceoftheMusicMarketFromtheperspectiveoftheglobalmarket,streamingmediahasloweredthethresholdforbecomingamusician,andalargenumberofordinarycreatorshavejoinedthemusicindustry.Therefore,thenumberofinternetmusicislikelytocontinuetorefresh.Onlyabout200000musiciansonSpotifyhavereceivedprofessionaltrainingandaretrulycommittedtothemusicindustry.DanielEk,CEOofSpotify,statedinarecentconferencecallthattherapidprofessionalizationofcreatorsisoneofthegreatestopportunitiesfortheinternet.Inaddition,thedisseminationandpopularityofmusicalsorelyonSpotifyasastreamingmediaplatform.Forexample,theBillboardrankingofasingerisdirectlyrelatedtoSpotify,anditisevenpossibletocalculatetherankingofthissongnextweekbysimplylookingatSpotify'slisteningdata.TheSpotifyplatformshineswiththeeffectofsingersreleasingnewsongstodrivefanstolisten.3.4ThreatsofSpotifyFirstRoundCapital,awell-knownventurecapitalist,believesthatextremelyexcellentcompanieshaveonethingincommon:Shrinkamarket.Theysaidthattheyliketoinvestintechnologiesandbusinessmodelsthatcanhitexistingmarkets.Ifuser’scompanyearns$1anduser’scompetitorsearn$5less,thenusersareverywelcometocontactthem.Spotifyhasinsufficientcontroloverscarceresourcessuchaspopularmusiccontent,whichmakesitdifficulttomaintainlowmarginalcostandhighuserincomeforalongtime.Inaddition,thedifficultyofinternationalexpansionmakesitdifficulttoresistupstreamconstraintsandothergiants'erosion,andthemoatisnotdeepenough.3.4.1NumerousCompetitorsintheMarketAlthoughSpotifyisstilltheleadingmusicstreamingmediainthemarket,itsclosestcompetitor,AppleMusic,rankssecondandlacksthecompanybyasmuchas50millionusers.However,Spotifystillfacesmanycompetitors,andthecompetitivepressureinthefutureindustrycannotbeunderestimated.AlthoughAmazonMusicstartedrelativelylateinstreamingservices,itsuserbasehasgrownatarateof70%inthepastyear,whileSpotify’scurrentgrowthrateisonlyaround25%.Meanwhile,comparedtoSpotify,AmazonalsohasapopularEchosmartspeakerthatusesAmazonMusicbydefault,anditsservicesarealsocheaperat$7.99permonth.AppleMusiccurrentlyhas60millionusers,andduetothehighsalesofApplehardware,thisnumberisstillrapidlyincreasing.Italsohasagooduserbase,andthemusicservicecharges$9.99permonth,whichisthesameasSpotify.OthermusicstreamingservicessuchasPandora,YouTubeMusic,Tidal,andSpotifyallhavecompetitiverelationships.Overall,althoughitsuserswillincreaseafterincreasingpromotionalefforts,therebyincreasingrevenuegrowth,fiercecompetitionmaycompressthecompany’sprofitmargin.3.4.2LackofProfitabilitySpotify’skillerweaponispersonalizeduserexperience.Spotifypushespersonalizedmusicplayliststouserseveryweekthroughthe“DiscoverWeekly”function;Inaddition,ithasdevelopedtheFreshFindsfeature,whichintegratesKOLtasteandpersonalbehavior,makingtheSpotifyplatform’smusicrecommendationqualityveryhigh.Therefore,Spotifyhasestablisheditsownlargepaiduserbasegloballyandreceivedavaluationof$8.5billion,makingitconsideredthemostsuccessfulstartupinthehistoryofinternetmusic.Whyhasn’tSpotify,whichhas50millionpayingusers,achievedprofitabilityyet?Therearetworeasonsbehindit:spendingtoomuchandearningtoolittle.Firstofall,astheworld’slargeststreamingmusicon-demandserviceprovider,Spotifymustregularlypurchasethecopyrightof30millionsongsinitsmusiclibrary.Asthecopyrightfeerises,80%ofitscompany’scashflowisspentonit.Secondly,althoughthehigh-qualitysubscriptionusersonitsplatform(withamonthlysubscriptionfeeof$9.99)generatemoreprofitsthanfreeusers,paidusersonlyaccountfor30%ofthetotalnumberofusers,whichcanbesaidtobeofnohelp.2020ChapterFourAnalysisofSpotify’sSTPMarketingStrategyThemusicstreamingplatformSpotify,lessthanfifteenyearsafteritsestablishment,hasoccupied36%oftheglobalstreamingindustrymarket.Alargepartofitssuccessisattributedtopersonalizedmarketingactivities.Inordertoattracttheattentionofsocialmediaandyoungconsumers,Spotify’smarketingstrategykeepsupwiththehottopicsandchangeseveryyear.Inaddition,itcleverlyutilizesdatatoprovidea“year-endreview”function,enhancingthebondbetweenthecompanyandtheaudience,andcreatingapersonalizedandfriendlyuserexperience.Spotifyimprovesitsglobalcompetitivenessandlocalserviceexperiencewithbrandthinking.4.1Spotify’sMarketSegmentationMarketsegmentationistheprocessofdividingalargermarketintosmallergroupsofconsumerswhohavesimilarneeds,characteristics,orbehaviors.Thishelpsbusinessestobetterunderstandtheircustomersandcreatemoretargetedmarketingstrategiesandproductofferings.InthecaseofTesla,marketsegmentationplaysanimportantroleinreachingspecificcustomergroupsandtailoringitsproductsandmarketingeffortstotheirneeds.4.1.1DemographicSegmentationAlthoughthebrandispopularamongallagegroups,itismorepopularamongyoungaudiences.29%ofSpotifyusersaremillennials,and26%ofusersareundertheageof24.ThedevelopmentofSpotifyoriginatedafterthemillenniumandisalsoanappthatgrewwithit.Duringthedesignprocess,designerswillalsocombinepopularmethodsandapproachestocatertothecurrentagegroup.Anditwillhighlightthepopulardirectionofthesoftwarebycombiningthecurrentstyleofyoungpeoplewhoenjoylisteningtomusic.Forexample,thepopularmusicnowadaysishighlysoughtafterbyyoungpeople,whoareoftenamongtheagesmentionedabove.Themusicindustryisyoung,andtherankingofmusicchartsisdeterminedbyyoungpeople,andthepopularityofmusicisalsodefinedbyyoungpeople.Mostofthesongsreleasedbysingersandcompaniesarealsosuitableforthecurrentagegroup.Infact,in2020,Spotifywasthemostpopularonlinemusicserviceamongpeopleaged12to34intheUnitedStates.Incontrast,Spotifyaccountsfor19%ofusersaged55andabove.Differentcountrieshavedifferentlisteninghabits,suchasTeenPop,Rap,electronicmusicandsoonwhichhavebeenpopularamongpeopleaged12to34intheUnitedStatesinrecentyears.Thepopularmusicamongthe55+agegroupisJazzandCountryMusic.Spotifyhascapturedthetastechoicesofthecurrentpopulationandlaunchedcorrespondingsectionsinthesoftwareforpeopleofdifferentagestochoosefrom.Asmentionedabove,Spotify’soperationissimple,allowingbothyoungerandolderagegroupstofreelyoperateSpotifytoselectsongsthatuserslike.Thisisalsodifferentfromothermusicsoftware,stabilizingalargepartoftheaudience.Spotify’sfreevalue-addedsubscriptionisverypopularamongyoungusers.71%offreeSpotifyusersareundertheageof35.Spotify’ssubscriptionincludestwomodes:freeandpaid.ThefreemodewilldisplayadvertisementswhenusingSpotify,whilethepaidmodewillnot.Mostyoungpeoplestillprefertousethefreemode,whichcansavemoneyandlistentodiversemusic.Ontheotherhand,theadvertisingcontentappearinginSpotifyalsocaterstothemajorityofyoungpeople.Mostyoungpeoplebrowsetheirfavoriteadvertisingcontentwhilelisteningtomusic,andevenconsumeorshopbasedontheadvertisingcontent.Spotify’smovenotonlymeetstheneedsofyoungpeople,butalsomeetsthedevelopmentneedsofSpotifyandadvertisers.Ofcourse,takingintoaccountanothergroup,achargingmodelhasbeenestablished,whichallowsthemtoblockadvertisementsandfocusonlisteningtomusic.4.1.2GeographicSegmentationIntheopeningofInvestorDay,DanielEkreiteratedthethreecornerstonesofSpotify’ssuccess.Inhisopinion,Spotifystandsoutinthemarketthankstothreecoreelements-ubiquity,personalization,andfreemium.SpotifyhasthelargestcustomersegmentationinEurope,with66millionusersinEurope,48millionintheUnitedStates,33millioninLatinAmerica,and18millioninotherregionsoftheworld.Thisisrelatedtotheuser’susagehabits,asmanyusersprefertouselocalsoftwarefromtheirhomecountryorstate.Therearenotsomanyobscuretricksinusage,butrathersuitableoperationsforlocalpeople.ThepopularityofSpotifyfirstleddeveloperstonegotiateandsecureEuropeancopyrights.Withthedevelopmentofpopularity,developersgraduallynegotiatedandobtainedcopyrightsintheUnitedStates,LatinAmerica,andotherregions.Fromtheabovedata,itisnotdifficulttoseethatpeoplefromalloverthecountryhavealotofloveanduseforSpotify,anditisstillontherise.ThisisattributedtotheadvantagesofSpotifyanditsoperationsaregraduallyglobalized.IntheUnitedStates,thetargetaudienceisfrequentusersofaudiostreamingservices.30%ofAmericanlistenerslistentomusicappseverymonth,and28%listeneveryweek,afigurethathassteadilyincreasedoverthepastdecade.Thisisalsorelatedtothecurrentpopularityanddevelopmentofmusic.Asoneofthethreegiantsofmusicapps,Spotifyalreadyhashighlisteningdataratesof30%and28%.ThedevelopmentofAmericanpopmusiccannotdowithoutthesupportofstreamingmedia,andtheoperationofstreamingmediacannotdowithouttheplatformofmusicsoftware.Spotifyhappenstoprovideafullyacceptedplatform.TheUnitedStatesisthetrendandbenchmarkofmusicdevelopmentinEuropeandAmerica.AlmosteveryonewantstobreakintoEuropeandAmericabyreleasingsongs.ThesuccessofasingerinbreakingintotheEuropeanandAmericanmusicindustrydependsontheperformanceofthereleasedsongs.Thelevelofperformancealsocomesfromtheplaybackvolumeinthesongsoftware,andtheplaybackvolumecanalsoindicatewhethertheaudienceislargeorsmall.ThereasonwhySpotify'slisteningdatahasonlyincreasedsignificantlyisdirectlyrelatedtotheabovesituation.4.1.3BehavioralSegmentationSpotifyuserstypicallyenjoythepersonalizedexperienceprovidedbytheplatform.Morethanone-thirdofthetimespentonSpotifyislisteningtoplaylists,with36%beingcreatedandsharedbyotherusers.Afterusingitforalongtime,userswillfindthatSpotifyalwaysreleasessomeplaylists,someofwhicharefrequentlylistenedtoandcollectedbyusers.Thesongsthatuserslikearealsoauniquepleasureamongdifferenttypesofplaylists.Spotifywillalsohelpsomecivilianmusiciansachievetheirdreams.Spotifyhelpsmusiciansgrowbyacquiringastartupthatprovidescreativetoolsforthem:in2017,itacquiredSoundtrap,acloudbasedcollaborativeaudioworkstation;In2018,acquiredLoudrtohelpidentifyandpaymusicroyalties;In2019,SoundBetterwasacquiredtoprovideacustomizedworktradingplatformforproducers,singers,songwriters,engineers,andothermusicandcreativeprofessionals.Inaddition,thecompanyhasinvestedmoreinlearningandexperiencetoolsformusicians,suchas“SpotifyforArtists”thatprovideblogs,seriesofseminars,self-servicedigitaladvertisingtools,andrecordingstudiowebsites;The“ArtistPromotions”serviceallowsmusicianstopaySpotifytopromotetheirnewmusictopeoplewhohavealreadylistenedtotheirmusicorhavesimilartastestothecurrentaudience.Similartothemusicsector,thecompanyhasfullyenteredthepodcastindustrythroughacquisitions.Accordingtotheservicecontentoftheacquiredcompany,itisnotdifficulttofindthatpodcastproductionandmatchingusershavealsobecomethefocusofthecompany’sattention.Forexample,Chartablefocusesonpodcastanalysisandservescreatorswithdataassupport;Whooshkaaenablescreatorsandmarketerstocreate,host,share,analyze,andprofitfrompodcasts;Megaphoneprovidespodcasttechnologyforcreators.4.2Spotify’sTargetMarketTargetmarketreferstoaspecificgroupofcustomersthatabusinessaimstoreachwithitsproductsorservices.Identifyingthetargetmarketisanimportantpartofdevelopingamarketingstrategy,asithelpsbusinessestounderstandtheneedsandpreferencesoftheirpotentialcustomersandtailortheirproductsandmarketingeffortsaccordingly.4.2.1AudiobookTargetMarketForSpotify,differenttypesofdevicehardwarearetheir“infrastructure”,whichhasbeenprovensuccessfulinthefieldsofmusicandpodcasting.Whattheyneedtodonextistoextendtheapplicationvalueoftheseearlyinvestmentstothecontentfieldofaudiobook.Secondly,personalizationreferstoSpotify’sabilitytopersonalizedrecommendmusic.AccordingtoSpotify’suserresearchdata,over81%ofuserslikeSpotify’spersonalizedrecommendationsthemost.Intheeyesofmanysurveyedusers,personalizationisnotonlythereasontheyregisterforSpotify,butalsothereasontheystay.Inotherwords,Spotify’spersonalizedexperienceimprovesuserstickinessandretentionrate.Next,Spotifywillalsoapplytheirstrongpersonalizedrecommendationcapabilitiestothepodcastfield,findingtherightpodcastcontentfortherightaudience.Asforaudiobook,Spotifyhasjuststarted.However,theaudiobookmarketwiththehighestreferencepenetrationratehasreachednearly50%ofthemarketshare,whichalsomeansanopportunityof$70billionannually.Incontrast,theannualrevenuein2021wasapproximately$10.3billion,whichnaturallymadeSpotifyambitiousinthefaceofahugepotentialmarket.4.2.2MusicPeripheralProductsTargetMarketWiththegradualincreaseofthemusicmarket,moreandmoremusicenthusiastsarenotlimitedtothewaytheylistentomusic.Inadditiontochoosingonlinemusiclisteningmethods,theyalsochooseofflinemusiclisteningmethodssuchasvinylrecords,VCDdiscs,andmagnetictapes.Spotifyconductssurveysandresearchonpeople’shobbies,andchoosestocosellvinylrecords,VCDs,andtapeswiththeirfavoritesingersandcompanies.Ontheonehand,theseproductswillbecountedassalesforsingersandcompanies,andontheotherhand,theyalsosatisfytheaudience’sdesiretopurchase.Inthisway,theselistenerswillnotonlylistentothemusicbutalsochoosetheirfavoriteplaybackmedia.ThismusicbundlingstrategyhasgreatlyacceleratedthedevelopmentofSpotifyandhasalsoreceivedpraisefromtheindustryandusers.Onthispathofsuccess,Spotifyhasalsodiscoveredmanyfanswhowillconsumeandpursuesingers.Inadditiontolistingsomeofthesinger’sofficialrecords,theyalsocollaboratewiththesingertolaunchT-shirts,hats,scarves,andaseriesofsingerrelatedproductsforsale.SingerswillalsoincreasetheiralbumsalesthroughSpotifywhilereleasingtheiralbums.Theywillalsolistexclusiveproductsandcreateexclusiveplaylistsforfanstochoosefromandlistento.Themusicperipheralbundlingstrategynotonlyincreasesthepopularityofsingersbutalsosatisfiesthedesiresofmusicfans,whilealsobringingSpotifyfameandlargeprofits.TheuseofonearrowandthreeeagleshasalsoledtoSpotify’sthrivingresults.Thisissomethingthatmanyindustriesneedtolearnfrom.4.2.3PaidandFreeVersionsTargetMarketForalongtime,Spotify’srevenuemodelisacombinationoffreeadvertisingsupportservicesandpremiumpaidsubscriptions.Theoperationmechanismofthismodelistopassonthispartofcosttoadvertisersbyprovidinguserswithcontentproductswithadditionaladvertisementsforfree.Iftheuserwantstocanceltheadvertisement,theyneedtopaytobecomeamember.Atthesametime,subscriptionuserswillalsoreceiveunlimitedrightssuchascuttingsongs,playingoffline,andlisteningtosongsacrossregions.ThepaidversionofSpotifycanenjoyprivilegessuchasnoadvertising,offlinemusiclistening,notrackrestrictions,andhigh-qualitymusic.Thefreeversion,ontheotherhand,hasmanyrestrictionsandoftenincludesadvertisements,makingitimpossibletoenjoytheseprivileges.TheSpotifypaidversionhasbettersoundquality,withupto320kbit/sofmusictolistento,andthefreeversionhasamaximumof160kbit/s.TheSpotifypaidversiondoesnothaveanyadvertisements.Thereareapproximately7typesofadvertisementsinthefreeversion,mainlyvideoadvertisements,audioadvertisements,andbanneradvertisements.ThefreeversionofSpotifyonlyhas15popularplaylistsopentousers,andotherplaylistscanonlybelistenedtorandomly.Andthereareonly6opportunitiestocutsongsperhour.Spotifymemberuserscandownloadsongsofflineandusethemwithoutaninternetconnection,whilethefreeversionuserscanonlyusethemwithaninternetconnection.TheSpotifyfreeversionoffers14daysofcrossdistrictlistening.Forexample,iftheuserhasanIndianaccount,theycanlistentomusicanywhereabroadwithin14days.After14days,youneedtologinagaintotheIPaddressoftheoriginalregistrationlocation/countryinordertocontinueusingit.AndSpotifymembershavenorestrictionsandcanlistentomusicwithoutrestrictions.4.3Spotify’sMarketPositioningMarketpositioningreferstotheprocessofidentifyingandtargetingaspecificgroupofconsumerswhoaremostlikelytobuyacompany’sproductsorservices.Thisinvolvesanalyzingthemarket,understandingconsumerneedsandpreferences,andcreatingamarketingstrategythateffectivelycommunicatesthecompany’svaluepropositiontothetargetaudience.4.3.1AComprehensiveMusicEcosystemSpotify’smarketpositioningistocreateacomprehensivemusicecosystem,includingmultipledimensionssuchasmusiccontent,musicsocializing,musice-commerce,musiceducation,etc.,tomeetusers’musicneedsindifferentscenarios,whilealsoprovidingastageformusicianstoshowcasetheirtalentsandrealizetheirdreams.Spotifyhasseveralpotentialcompetitiveadvantages,whichgivethecompanyanadvantageoveritscompetitors.OneofSpotify’smainadvantagesisitscompletem