There are distinctions (although eroding) to be made between music consumption behavior in the US vs. EU, and for several key reasons:
1. Mobile vs. Broadband behavior
2. The perceived value of music is zero
3. Successful service offerings in the US vs. EU
Europe has always been a bit quicker than the U.S. at adopting the newest technology offerings. Yes, broadband penetration in EU is strong, and the networks are getting faster. However, just as they never really adopted the “wired” cable implementation, aka the “last mile” doesn’t exist there, they also will not embrace the PC experience to its fullest as long as there is a mobile option. It’s engrained in their culture, country by country.
When Napster and all the rest of the P2Ps launched, people were stealing music left and right since access was offered. It was easy. It was “free”, and it was portable. But it was still download driven, and you could get viruses. The RIAA started freaking out and suing 10 year olds, and still there was no way to just play what you wanted to hear right when you wanted to hear it if you didn’t think ahead to load your iPod with the download before you left the house. No access. So iTunes launched a legal download business and they did a great job at convincing everyone that owning your music was important. If you bought it and downloaded it, you owned it. There was value to that, plus it was legal. However, iTunes comes out with an update every five seconds that is enormous in size and takes forever. Not only that, people are terrible at content management. Everyone’s music library has each track in triplicate, and you can still never find that boot you recorded because it had no metadata and is listed as the orphan “Track 09” amongst all the other “Track 09”s. Sad. Anyway, people also started catching on that in order to fill their iPods, they’d also have to spend $10,000 (20GBs). Not cheap. And it still didn’t solve the issue of access.
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