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Radiohead's pioneering venture failed says Comscore

Radiohead's "In Rainbows" album has been downloaded for free, rather than purchased, by most of the Radiohead fans that listened to it.

According to online statistics specialist Comscore Inc, nearly two thirds of Radiohead fans chose to download the album for free (although they had to pay a fee for credit and debit card processing).

Comscore (opens in new tab) said that from the 10th to the 29th of October, 38% of paid downloaders forked around on average USD 6 (less than £3) for the album with US fans paying nearly twice as much for the album as the rest of the world.

The research found out that people paying more than USD 8 accounted for nearly 80% of the revenues grossed in.

But as Gigwise (opens in new tab) mentions in a post, this does not depict an accurate picture as the report did not include stats from people who have downloaded the album for free on peer to peer networks or those who purchased the soon-to-be-released box set.

“The high percentage of users actually paying more than a few dollars for this download is actually pretty impressive,” said Jim Larrison, general manager of corporate development at Adify, a provider of online ad network services. “I expected the vast majority of users to download the album for free or at most a few dollars. With 40 percent of consumers willing to pony up real money, this is a true win for the music industry as it shows there is still perceived value in the digital form of entertainment.

Désiré Athow
Contributor

Désiré has been musing and writing about technology during a career spanning four decades. He dabbled in website building and web hosting when DHTML and frames were en vogue and started writing about the impact of technology on society just before the start of the Y2K hysteria at the turn of the last millennium. Following an eight-year stint at ITProPortal.com where he discovered the joys of global tech-fests, Désiré now heads up TechRadar Pro. Previously he was a freelance technology journalist at Incisive Media, Breakthrough Publishing and Vnunet, and Business Magazine. He also launched and hosted the first Tech Radio Show on Radio Plus.