Apple has sent out an email to music labels informing them that they will be extending music previews in iTunes from 30 seconds to 90 seconds in its iTunes store in the US, with the imminent release of iTunes 10.1 just around the corner.
The new longer iTunes preview will apply to all songs which are longer than two minutes and thirty seconds, and according to Apple this will make people buy more songs, or at least this is how they are portraying it to the music companies.
The Impact on Music Sales
Apple believes that by extending the preview length, users will have a better opportunity to experience a larger portion of the song, which could lead to increased sales. The rationale is that a 30-second snippet might not be enough for listeners to get a true sense of the song’s quality and appeal. By offering a 90-second preview, potential buyers can hear more of the song’s structure, lyrics, and overall feel, which might encourage them to make a purchase.
This change is particularly significant for genres where songs often have longer intros or gradual builds, such as classical, jazz, or progressive rock. For these genres, a 30-second preview might only capture the beginning of the song, which may not be representative of the entire piece. A 90-second preview, on the other hand, allows listeners to hear a more substantial portion of the track, potentially leading to a more informed purchasing decision.
Reactions from the Music Industry
It seems that music companies who do not wish to agree to the new 90-second preview will have to withdraw their music from the iTunes store. Given the dominance of iTunes in the digital music market, it is likely that most, if not all, music labels will comply with the new policy. The potential loss of revenue from not being available on iTunes would be a significant deterrent for any label considering opting out.
Some industry insiders believe that this move could set a new standard for music previews across other digital platforms. If the extended previews prove successful in boosting sales on iTunes, other services like Spotify, Amazon Music, and Google Play Music might follow suit, leading to a broader industry shift.
Moreover, this change could also benefit independent artists who rely heavily on digital sales. Longer previews might give them a better chance to showcase their music to potential fans, increasing their visibility and sales.
What do you guys think, will longer song previews make you buy more music from iTunes?
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