The latest musicians to curate channels on Sonos Radio were announced yesterday: D’Angelo, FKA Twigs, Björk and the Chemical Brothers are the latest artists to turn DJ for the hardware firm’s streaming service. But another detail in the announcement caught our eye: the fact that Sonos Radio is now “the third most streamed service on Sonos”.
That’s interesting, given the partnerships that Sonos has with the full gamut of established streaming services. It suggests that on Sonos’s range of speakers, its own-brand streaming service is more popular than at least two of the big four (Spotify, Apple Music, Amazon Music, YouTube Music) DSPs.
We’re not getting too carried away. According to Sonos’s last financial results, it had 10.9 million households – its metric of choice – using its products at the end of September 2020. That’s a relatively small figure in comparison to the user numbers of the biggest streaming services, but it’s clearly a good base for Sonos Radio to build an audience.
The longer-term question is how that pays off for Sonos though. We may get some early subscriber figures for the $7.99-a-month subscription tier, Sonos Radio HD, when the company announces its next quarterly financial results. The new artist stations will only be available on the premium tier, starting with D’Angelo’s ‘Fantazmagoria’ this week.
Also note that Sonos Radio is getting involved with podcasts on a non-exclusive basis. Its own Sonos Sound System channel will be airing weekly culture show ‘Object of Sound’ and Crack Magazine’s music interviews series ‘Unsung’, both of which will also be available as podcasts elsewhere. Another new show, ‘Black is Black’, will be available on Sonos Radio and Mixcloud.