Napster has launched a new charitable giving programme in the US called Napster4Good. People taking out a new Napster subscription can nominate a charity to receive a portion of their $9.99 a month, for as long as their subscription lasts. What’s more, the entirety of their first month’s subscription will go to that charity.
Napster has provided a list of thousands of charities and non-profits to choose from, although for now the program is only available to subscribers in the US.
Spotify recently launched its artist fundraising pick feature, which lets artists nominate charities to receive direct donations from fans, but Napster’s move is the first time we’ve seen a streaming service actually give up a percentage of monthly subscriptions in this way. The impact will be relatively limited – Napster’s revenues from consumer subscriptions were $13.5m in the first quarter of 2020, which (with very rough ‘everyone paying $9.99 a month’ calculations) suggests it had around 450,000 existing subscribers globally – and in any case, Napster4Good is for new subscribers signing up. Still, it’s a good incentive to grow the latter.