The Good and the Bad in Spotify Windowing

Typically, Spotify windowing—or windowing in reference to any platform, most commonly a streaming or download service—refers to the practice of releasing new music exclusively on one specific music channel for a designated period (or window) of time.

Essentially, this means that during this period, only users of that platform can listen to the release. The remaining fans must either wait until the release is available elsewhere or choose an alternative solution for earlier access, such as switching to that platform or purchasing the release directly. To enhance exclusivity, the platform sometimes limits access to its paid subscribers, meaning that free users don’t have access to it either.

Alternatively, an artist might choose to release their music exclusively in a specific format, such as only in digital downloads or physical copies. However, in today’s streaming-driven landscape, physical-only releases have become quite rare, except in cases like vinyl editions from commercially successful artists.

Generally, the time frame during which an album or track is available solely on one platform or in one format can vary, ranging from a few weeks to several months (for instance, Beyoncé’s album ‘Lemonade’ was initially released on Tidal and was added to other streaming platforms three years later).

The foundation of windowing is rooted in a sense of exclusivity, often tapping into listeners’ desire to hear their favorite artist’s latest release as soon as it becomes available and exploring what they are willing to do to make that happen. What the practice does is control access, create exclusivity, and thus enhance engagement while potentially maximizing revenue for the artist and their label.

It is important to note that there are several sides to music windowing, including some potentially negative ones. We will explore these later. First, we’ll have a look at what windowing can do for a releasing artist.

A musician or label might want to limit access to their new release in order to:

• Sell more physical copies (such as CDs or vinyl).

• Boost downloads on platforms like iTunes or Bandcamp.

• Create exclusivity on a specific platform (such as Spotify, Amazon Music, Tidal, or any other service).

• Encourage fans to purchase before they can widely stream.

We could confidently say that the artist’s (and often the label’s) goal is to extract the maximum benefit from their music’s release—and certainly, to achieve more than during a standard release, when the music becomes available in all formats and on all platforms simultaneously. As we’ve discussed numerous times, relying solely on streaming royalties is often unfeasible for artists, and any opportunity to further enhance their earnings can be incredibly valuable.

Managing access and releasing music exclusively on one platform allows artists to create hype, engage more with their audience’s desires, and encourages listeners to make choices about when to hear their latest music, which they might not do if the release were available everywhere immediately. Often, music fans—especially the die-hard ones—can experience FOMO (fear of missing out) when they know that a song or an album they desperately want to hear is unavailable to them but accessible to other fans. For many of these, if there is a feasible way to gain access, they are willing to do so, even if it means spending extra money on music.

In return, this often means that artists can earn more in the short term and thus maximize their total revenue. For instance, by delaying the streaming release, artists funnel fans towards purchasing first, which can lead to a significantly bigger initial payday. Selling downloads or physical copies can generate more revenue per unit than a stream, and often, such first-week sales can ultimately be more lucrative than a total of millions of streams.

Additionally, digital and physical sales continue to have a greater impact on certain music charts, including Billboard, than streaming. Encouraging fans to purchase their music upon release can help artists achieve higher first-week chart positions, potentially making headlines, reinforcing popularity, and leading to better placements on playlists and radio.

Releasing exclusively on a specific streaming platform has its benefits, too! Streaming services often pay artists for exclusives—especially when trying to stand out (as Tidal did early on) or when an artist’s release on the platform can significantly enhance exposure and attract a large number of new subscribers. Artists may receive upfront payments (as if the streaming service is acquiring a license for that release) or a unique promotional position in exchange for an early or exclusive release. This approach may not only be more profitable for artists but also provide them with significant exposure and enhance their reach.

While artists can, generally speaking, benefit from implementing a music windowing strategy, it’s also important to consider how fans might react. Broadly speaking, there may be two, possibly three, camps of fans, each with radically different perceptions.

On one hand, some fans may respond negatively. Since streaming has become the primary way people consume music, and given that each music streaming subscription costs money (with fees continuously rising), regular fans might feel frustrated at the thought of spending extra just to access a new release. Whether it’s subscribing to another platform or buying a digital or physical copy, this additional expense can seem quite unfair and unnecessary. Physical copies may feel particularly discouraging: they are often more expensive (especially vinyl records), and some fans may simply not want or need to own physical media at all (particularly if they don’t have a way to enjoy it at home). For these listeners, windowing can feel less like a creative release strategy and more like exploitation. As a result, they may become angry with the artist, reject their new music, or turn to pirating as an alternative way to access the release.

Other music fans may not be particularly fazed by an artist’s decision to release their music exclusively on a specific platform. Typically, they’ll wait for the release to come out elsewhere—or, if they are really eager, they might search for it to download it illegally for free. These listeners are unlikely to get upset about the delay, but they are also unlikely to spend extra money on the music.

Then there are superfans—those deeply devoted listeners who are willing to follow their favorite artist anywhere, regardless of any additional costs. Essentially, this group is the primary audience of the windowing strategy, and the approach is said to be a great way to test engagement and reward loyalty. Die-hard fans typically don’t perceive windowing as a money grab. Instead, they interpret it as the artist offering something special, sharing even more of their magic and brilliance, which is what matters to them the most. In some cases, superfans may not think much of the strategy at all; they simply want access to the music, no matter what it takes.

In general, there has been considerable discussion in the industry about whether windowing is bad or good. Some, including major streaming services like Spotify—which, mind you, often profits from this strategy—have been quite vocal in the past about their belief that it is a “wrongheaded approach.” “[Windowing] is just really mind-boggling. It’s pretty hostile to punish your best customers and fans,” said Ken Parks, former Chief Content Officer at Spotify, in 2012.

Another perspective, however, is that it allows artists to create a more meaningful insider experience for their most devoted fans while also generating more revenue from their music. Technically, it wasn’t too different in the past when people had to purchase physical releases to be among the first to listen before the music became more widespread and was played on the radio. Naturally, the music scene has changed considerably with the rise of digital music piracy, and it is now different again with streaming services dominating. However, this doesn’t mean that windowing is much different from the strategies in the past—the means might vary, but the essence remains the same: to create a meaningful experience for the most supportive fans and to boost earnings.

It is important to note that windowing is typically associated with more prominent and commercially successful artists, who have a substantial fan base and can, therefore, generate significant revenue without being overly affected by public resentment towards their release strategy. The question is: can windowing be beneficial for independent artists as well? If implemented correctly, the answer is: absolutely yes! However, the strategy will likely not target Spotify or other streaming platforms. Instead, focusing on download shops, online record stores, and music platforms that enable artists to connect directly with their audience may be the right approach.

Bandcamp, in particular, has been considered an effective platform for selling music for independent and smaller artists. What’s more, the online music store has been massively popular among worldwide music fans, who deeply enjoy the opportunity to connect closely with and directly support both established and up-and-coming artists. As of 2025, fans have reportedly spent $1.49 billion purchasing music, buying merch, or streaming concerts on Bandcamp. Beyond being highly supportive of indie artists and allowing them to promote their music with powerful tools and interact with listeners around the world, the platform also offers a higher payout per purchase. Whenever a fan buys something, the artist keeps on average 82% of the money—the rest covers the platform’s revenue share and payment processor fees. This means that generating a mere $10 on Bandcamp can equal the revenue of thousands of streams.

Bandcamp is well-known in the music community as the go-to platform for purchasing music to support artists and discover new music. As an indie or lesser-known artist, releasing your music on Bandcamp first can help you not only generate significant revenue—compared to what you might earn on streaming platforms—but also reach a completely new audience before making your new project available on other platforms.

Additionally, even if you have fewer followers, you can still build anticipation and exclusivity around your release by releasing music in phases, such as providing early access to email subscribers or arranging a digital-release-drop before streaming. This approach can be particularly effective for tight-knit communities and fan bases, which will willingly take the extra step to access their favorite artist’s release early, thereby offering support and feeling more meaningful.

Furthermore, choosing windowing allows you to assess how engaged your audience truly is with your music and artist brand. An early release can help you measure interest, analyze your listeners’ behavior, adjust promotional activities as needed, and build confidence before a broader release.

As previously outlined, there are potential challenges to consider when using the windowing strategy as an independent artist. Generally, it’s crucial to weigh the pros and cons of implementing such a strategy for your specific case and release. Everything we’ve discussed can typically be applied, but may vary from release to release and artist to artist.

While we suggested that windowing might be an effective tool for evaluating fan engagement, it’s vital to consider the size of your fanbase and, more importantly, how much you’ve actually connected with them up to this point. Essentially, the success of a windowing strategy is greatly influenced by your relationship with your listeners. If your audience is casual, making them jump through hoops to access your release, such as paying or signing up, might be a turn-off. This can be especially detrimental if you’re releasing an important piece of music.

It’s also key to note that, although major streaming platforms like Spotify and Apple Music don’t pay much in royalties, they still play a crucial role in expanding reach and facilitating music discovery. As a result, delaying streaming significantly might reduce your exposure through algorithmic playlists, recommendations, and other discovery tools.

A good practice for smaller artists can be something like “soft windowing,” when you release to a digital platform or specific format first (such as Bandcamp and/or to email subscribers) before rolling out on all streaming services a week or two later. This way, you can get early support from your core fans, but don’t risk alienating the rest of your audience. Even if you find that your audience is not as engaged with your music at this stage, the delayed release on streaming services will not significantly affect your success on those platforms or your overall success.