Music in the Air: 10 Years On: Recomposing the Narrative Around AI, Pricing, and Opportunities in Ad-Supported and D2C

Ten years after the original Music in the Air, the industry's investment debate has evolved from one centered on streaming adoption toward one focused on monetization. Goldman Sachs Research assesses the opportunities and risks around Generative AI, reexamines the ad-supported monetization opportunity, evaluates the emerging direct-to-consumer ecosystem, updates long-term industry forecasts, and outlines an investment framework across the global music value chain.