STREAMING: PROS AND CONS
Streaming platforms have transformed the music industry over the past two decades. Services like Spotify, Apple Music, and YouTube Music have revolutionized how music is distributed, discovered, and consumed—shifting the power dynamics between artists, labels, and listeners.
While streaming has opened new doors for independent musicians, it has also created new challenges. In this article, we take a clear look at both the benefits and the limitations of the streaming model—and what today’s artists need to keep in mind.
PRO: GLOBAL REACH WITHOUT A LABEL
One of the most significant advantages of streaming is accessibility. Artists can now release music globally without needing to sign to a major label or distributor. With tools like DistroKid, TuneCore, or CD Baby, anyone can publish their work on all major platforms.
For fans, this means instant access to music from around the world. For artists, it means the potential to reach audiences in places that would have been impossible under the old physical distribution model.
CON: LOW PAYOUTS PER STREAM
However, the downside is financial. While streaming makes music widely available, it does not pay well on a per-stream basis. On platforms like Spotify, the average payout per stream is often a fraction of a cent. This means millions of plays may be needed to generate even modest income.
For many independent artists, streaming alone does not cover the cost of creating, marketing, and performing music. As a result, many rely on a combination of income sources such as live shows, merchandise, sync licensing, crowdfunding, or direct-to-fan platforms.
PRO: DIRECT FAN CONNECTION AND CREATIVE CONTROL
Streaming platforms have removed many traditional gatekeepers. Artists can now control their own release schedule, brand, and creative direction. There is also more transparency: streaming data provides insights into who’s listening, where, and when, giving artists powerful tools to plan tours, target ads, and refine their strategy.
When used well, these platforms can support a sustainable DIY model where artists build a loyal fanbase without compromising their vision.
CON: ALGORITHM DEPENDENCY
With so much music available, visibility is heavily shaped by platform algorithms. Artists who fail to generate quick engagement may be overlooked by recommendation engines, editorial playlists, and auto-play queues.
This creates pressure to optimize music and campaigns for algorithmic success, often favoring short songs, catchy hooks, and rapid releases over longer-form or more experimental work.
PRO: PLAYLIST EXPOSURE
Playlists have become the new radio. Being featured on a popular playlist can introduce an artist to thousands—or even millions—of new listeners. Many breakout careers today started with a well-timed editorial or algorithmic playlist placement.
This has leveled the playing field, allowing emerging artists from niche genres or non-major markets to gain visibility quickly.
CON: SHORTER ATTENTION SPANS AND FRAGMENTED LISTENING
Streaming has changed how people listen to music. Full albums are increasingly replaced by playlists and shuffled singles. Songs are often skipped within seconds, and attention spans are shorter than ever.
This shift has affected how artists write and release music, with many focusing on singles, shorter tracks, and constant output to maintain relevance in the feed-driven ecosystem.
THE BOTTOM LINE
Streaming has democratized music access and empowered independent artists more than any previous format. But it has also introduced structural challenges—particularly around compensation, discoverability, and audience attention.
Artists today must be more than creators; they must also be strategic, data-savvy, and adaptable. By understanding both the benefits and the limitations of streaming, artists can make more informed choices and build careers that balance creative fulfillment with economic sustainability.
At Release the Kraken, we help artists navigate this landscape—from release strategy and digital marketing to streaming optimization and profile management. Reach out if you’d like to learn how we can support your journey.
