Digital Transformation

Adele withholds ’25’ from streaming sites


By John McCarthy | Media editor

November 20, 2015 | 3 min read

UK artist Adele’s long-anticipated album ‘25’ will not be available on music streaming sites such as Spotify, Deezer and Apple Music as the artist pursues sales – rather than streams.

‘[She] could have had it all,’ but instead Adele has pulled a Taylor Swift, keeping her newest music off steaming sites (Although T-Swift did eventually buckle to Apple Music). Instead Adele is looking to shift digital and physical copies of the album during the lucrative Christmas period.

Looking to utilise her unique draw as an artist, Adele has the benefit of directing fans to her album - for sale on the high street and online at Amazon, iTunes and more.

The latest marketing news and insights straight to your inbox.

Get the best of The Drum by choosing from a series of great email briefings, whether that’s daily news, weekly recaps or deep dives into media or creativity.

Sign up

Spotify said in a statement: "We love and respect Adele, as do her 24 million fans on Spotify. We hope that she will give those fans the opportunity to enjoy 25 on Spotify alongside 19 and 21 very soon."

Tyler Goldman, chief executive North America of Deezer condemned the move, talking to Reuters: “She's benefiting from paid subscriptions, but she's using this as an opportunity to try and sell more CD's or downloads.

"If all artists did this, we wouldn't have the growth in subscriptions we have."

The album will be similarly absent from Apple Music – although Apple can claim an income from sales through its iTunes platform. Adele’s 25 was released on Friday 20 November, only her latest single ‘Hello’ is available on streaming patterns.

Digital Transformation

More from Digital Transformation

View all


Industry insights

View all
Add your own content +