“And usually when we’ve had controversies in the past, those are measured in months and not days. 2 earnings call that “it’s too early to know what the impact may be” from the Rogan issue.
Spotify CEO Daniel Ek told analysts on the Feb. Spotify stock recovered a bit Friday, closing up 9%. But Spotify declined to provide full-year 2022 guidance, and the stock dropped following the earnings report amid a volatile broader market (including, notably, the massive plunge Thursday in the stock of Meta, Facebook’s parent). For Q1, the company expects to continue to grow - execs projected 418 million total users (+12 million) and 183 subscribers (+3 million). Spotify’s subscriber and user gains in Q4 2021 were at the high end of its previous guidance, but that was before the Rogan backlash began. Netflix was in the hot seat again last fall over a Dave Chappelle stand-up special in which he made anti-trans comments, but there are no signs that the Chappelle dispute by itself has prompted a significant customer defection. died down within a week, third-party data showed. Despite a temporary uptick in cancellations, the Netflix churn rate in the U.S. After the drama debuted on the service in early September 2020 the hashtag #CancelNetflix trended online. Recall, for example, the firestorm over “Cuties,” the controversial film on Netflix that depicted underage characters in sexualized situations. The broader point is that when companies in the past have taken hits from public outrage over something, most have rebounded - or have barely seen any effect at all. In addition, the researchers pointed out that the data is not weighted to be representative of total country populations. That implies a sizeable margin of error given Spotify’s massive user base of 406 million worldwide overall (including 180 million paid subscribers) at the end of 2021.
and Canada, of which about one-third were Spotify users. There’s another caveat with Forrester’s Spotify/Rogan study: It had a relatively small size, polling 657 online consumers in the U.S., U.K. While “cancel culture is loud, for most brands, it’s just noise.” “Consumer boycotts build quickly, but they lose steam fast,” Forrester analysts Mike Proulx and Kelsey Chickering wrote in detailing the Spotify poll results. Key reasons consumers cited were that it’s hard to find a replacement (33%) were because the brand is embedded in their lives (32%). adults say they would actually follow through with boycotting a brand. Indeed, Forrester conducted a survey in September 2021 that found only 32% of U.S. It goes without saying that people don’t always do what they say they’re going to do. SEE ALSO: Spotify Removes 70 Episodes of ‘Joe Rogan Experience’ Podcast Host Apologizes for Using N-Word However, it’s important to keep in mind that surveys are a gauge of self-reported behavior, and the way this Forrester poll was worded let respondents say they intend to cancel - even if, ultimately, they don’t. If anywhere around 19% of Spotify users were to abandon the streamer, that would obviously have a huge impact. Since then, he’s been joined by Joni Mitchell, India Arie, Roxane Gay, Mary Trump, and David Crosby, Stephen Stills and Graham Nash. The protest kicked off last week when Neil Young demanded Spotify remove his music because of what he identified as COVID misinformation in some of Rogan’s podcast episodes.
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