The study compiles responses from 1384 random fans who opted into the databases of eight artists inside the MCN network. It studies behavior over a two year period. Top level findings show that the average fan email address is worth $111 per year in artist revenue both online and off.
In 2008, Reznor gave away NIN’s album The Slip in exchange for fans’ email addresses. Coldplay did the same with their album Left Right Left Right Left in 2009.
A new full-length album costs about $14.99. The average fan email address is worth $110 yearly.