Jap Ariens/NurPhoto via JT Images
It was probably the ninth time Sabrina Carpenter’s hit single “Please, Please, Please” was played, offhandedly, that I decided it was time to quit Spotify. I’ve been a premium subscriber since the company started offering it in the US in 2011, and I’ve generally been a Spotify fanatic who obsessively cultivates his collection of playlists. But, please, I can only take this much.
Spotify raised its prices in July For the second time in as many years. And while that price increase is part of why I quit, it’s still not the whole story. Basically, Spotify is starting to annoy me. I used to get annoyed with concert ads popping up without warning and not being able to find a way to turn them off The app also didn’t work like it used to. It froze occasionally, struggled to play music on my earbuds, and almost never connected to my Sonos speakers when I wanted it to. These are minor gripes, but they add up, especially when you’re paying for a service. And Spotify wants to pay me more!
So I went shopping for a new music streaming service, which sent me down a rabbit hole as I tried to understand the state of the streaming entertainment industry in general. If I knew a little about the motivations of these companies, I think I could make better choices and maybe save some money. I ended up spending more money, but I got more than just music from my new subscription.
You see, I fell into the bundle trap. After giving up on Spotify, I signed up Apple One, a bundle It includes several Apple services, including music and iCloud storage. I stopped spending on Spotify and then paid Apple some money. And I got some services I didn’t really want — looking at you, Apple Arcade — even though I might want them in the future.
Almost all streaming entertainment companies want you to sign up for a bundle That doesn’t mean bundling has to be bad. Constantly changing bundling offers From media companies, phone companies, and technology companies Can be confusing, and a bundle of subscriptions can cost more than what you’re already paying. If you’re willing to be flexible, you can get bundles to work for you. In other words, you fall into a bundle trap but bounce back in better shape.
Bundling is hardly a new technique. That’s how cable television worked decades ago: You pay a set rate for a cable service that includes a bunch of channels you don’t want. In the streaming age, bundling means you get access to multiple streaming services for one price, though you can also access services beyond TV, including music and games.
There are several ways to fall into the bundling trap. Like me, you can ask for a service like Apple Music and get the bundle because it’s not too expensive. You may want to watch the latest season on Hulu the bear. But when you can get access to Disney+ and Max for a few dollars more, why not give it a try? You can always cancel in one month.
“There’s this constant tug and pull with the audience,” Anthony Palomba, assistant professor of business administration at the University of Virginia, told me. “They gave people a lot more content.”
Again, this is not new. What’s new this year, however, is that bundle Getting bigger and more confusing. Back in 2019, for example, you could Pay $13 for a bundle That included Disney+, ESPN+ and Hulu, all ad-free. Because all three services are owned by Disney. Fast forward to this spring, however, and major media companies are starting to offer bundles that include services outside of their own properties. Disney and Warner Bros. Discovery will offer it soon A bundle with Disney+, Hulu, and MaxThey haven’t announced the price though. Verizon already offers its customers A bundle with ad-supported versions of Netflix and Max For $10. And don’t forget StreamSaver, a bundle for Comcast Internet customers that includes Peacock, Netflix (with ads), and Apple+ For just $15 a month.
Is your head spinning yet?
This is the plan. Over the past few years, media companies have faced a reckoning: They realized they couldn’t spend millions to win over new streaming subscribers, as legacy brands like Disney tried to catch up with Netflix. These new streaming services need to start making money. On top of that, they have a loyalty problem: Many people subscribe to a service, maybe watch a hit show, and then unsubscribe after a month. i did it for legacy For example, on HBO Max (RIP), and you’ve probably done the same for your favorite shows. (Pro tip: If you do this, Don’t forget to cancel.) churn rates on major streaming services has more than doubled Over the past five years, according to research firm Antenna. But when bundles are involved, Multiple studies The company says Customers tend to stay close. So confusing or not, the bundle is back.
An amazing thing
If you’re nervous — like I was — about switching music services because you’ll lose all of their carefully curated playlists, fear not. When I made the switch, I was surprised to learnHow many services will do this for you?. I used an app called playlistMake it easyTo import dozens of playlists from my Spotify account to Apple Music for a one-time $3 fee. The only thing I’m really missing is Spotify’s algorithm spent years perfecting personalized recommendations. But I’m sure Apple’s algorithm will surprise and occasionally delight me.
I realize we’ve deviated a bit from my grip on Spotify, but the chaos in the world of streaming video bundles has spilled over into the world of audio. Since all music streaming services offer the same catalog of songs, each has to find ways to differentiate, and that often means access to other features or services. For Apple Music, which is included in the Apple One, it usually is It offers lossless audio and interoperability with Apple devices. YouTube Music lets you watch a song’s music video with a single tap and is available for free with YouTube Premium. Amazon Music is essentially a perk you get with a Prime membership.
“Spotify is competing with companies that have never had to make a dollar in the music or streaming business,” said Larry Miller, director of NYU Steinhardt’s music business program. “They use music as a tool to help draw users into their ecosystem.”
In other words, streaming music services are converging — except for Spotify. Spotify launched Offering an audiobook service to its premium members late last year. (Songwriters complained (That they’re getting paid less as a result.) But don’t expect Spotify to launch a Netflix competitor anytime soon. Paying $12 a month just for music seems like a different proposition in 2024 than it did a decade ago. Why stop music when I know I want to watch TV, play video games and even one day enjoy a celebrity-taught fitness class. To my surprise, thanks to Apple Fitness+, I Actually love to walk as described by Dolly Parton.
For me, when I got bored with Spotify, Apple Music was an obvious choice. Audio quality is definitely better than Spotify, and the app often lags. The fact that I could bundle Apple Music with some of the other Apple services I was already using, notably iCloud storage, sealed the deal. And after spending a few weeks with my new bundle, I’m feeling good about it. I even canceled Max, since I got a streaming video service on Apple TV+ Time will tell if it holds my attention and if not, I can always try something else or even go back to Spotify. Remember that the service you sign up for today won’t be the same in a month or a year, given how quickly the industry is changing. You can always cancel and choose a different route.
That means there’s never been a better time to be a savvy consumer when it comes to spending money on music, TV shows and movies. When you feel like the services you’ve been using are no longer serving you, there’s little downside to unsubscribing and spending your money elsewhere. You’ll probably get a free trial.
A version of this story also appeared in the Vox Technology Newsletter. Register here So you don’t miss the next one!
