Subscription-billing firm Zuora has teamed up with YouGov to produce some new research on attitudes towards paying for music in the UK, and the results may well be relevant to other markets around the world. Especially as one of the findings is that many music fans see the $9.99 subscription price as too high.

“Almost half (48%) of non-subscribers still think music streaming services are too expensive,” claimed the study, although it still identified Spotify (subscribed to by 11% of the study’s respondents) and Apple Music (5%) as the most popular two music-subscription services for Brits. We’re dubious about the report’s application of those percentages to the general population: the estimates of 5.7 million British subscribers to Spotify and 2.6 million to Apple Music seem high.

Still, there’s some interesting data in the survey. 21% of 16-24 year-olds interviewed said they subscribe to music services, as part of what Zuora says is a trend for millennials to see the value in paying for access to a wide catalogue of content.

There is also some useful data on the things (beyond price) that put Brits off subscription services of all stripes: 47% worry about difficulty unsubscribing (not a problem with music services); 47% worry about price increases during their contract period; and 35% don’t like being “limited to certain products within the subscription”. That’s likely more about the limitations of Netflix and its rivals’ catalogues, but it plays in to the ongoing debate about music-streaming exclusives too.

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