It’s notoriously hard to launch a new DAW and penetrate an already oversaturated software segment. According to Wikipedia there are over 30 commercial DAWs available, some paid for and others free. In a recent poll, included in our article about LUNA becoming free, we asked our community “Would You Move To LUNA From Your Existing DAW?” The results should bring some encouragement for Universal Audio.

The Results

On a poll asking users if they would switch to the LUNA DAW from their current DAW (Digital Audio Workstation). Here's a summary of the results:

• The majority of respondents, 66.57%, said "No" to moving to Luna from their existing DAW.

• However, a significant minority, 33.43%, were in favour of switching to Luna.

• The total number of votes cast in the poll was 344.

Isn’t It Bad News?

Given that the DAW space already has a large choice of DAWs, and that there are some big gorillas such as Pro Tools, Cubase, Logic Pro, and Studio One commanding large segments, one could consider that two thirds not wanting to switch is bad news.

However, in a space with so much coverage, that a third have expressed an interest in switching should give Universal Audio some optimism about the possibility of switching a large amount of users over. After all, the number of DAW users worldwide runs into the millions, even ten percent of that number would give LUNA a significant user base.

It’s worth noting that the free version has limitations both in terms of features, and in workflow. One of the selling features to users when LUNA was launched was the seamless tracking experience. This is only possible when using Apollo powered hardware, giving a DSP powered, HDX type workflow.

Early Days

Anyone considering entering the DAW space has to know they are in for a marathon and not a sprint, converting the users to move from DAWs they invested years into learning isn’t easy. However, Universal Audio isn’t just in the DAW business, their offering of software and hardware is broad and spans both professional and consumer. An easy win is to introduce those new to recording to LUNA if they buy a Universal Audio audio interface, the harder one to is convert those long term users.

Of course the elephant in the room is Pro Tools, LUNA is squarely aimed at trying to win those users across. The industry standard adoption of Pro Tools makes conversion a tough task, especially among professionals who have tough deadlines and diminishing budgets, finding time to learn a new DAW isn’t easy and often leads to a ‘better the devil you know’ mentality.

One thing that is often missed by brands trying to encourage DAW switching is the emotional connection to their current DAW. This transcends features, so no amount of “we’ve done this better” messaging is going to convert them. For many, their DAW of choice is a belief, not a consumer choice.

Industry Adoption?

Is it possible that there could be an industry adoption of LUNA? In the short term, it's highly unlikely, especially as Avid has worked hard to build trust in its existing user base since Jeff Rosica became CEO, and Avid is in a much stronger position than it was a few years ago. It’s also worth noting that Avid is now a private company which gives them more flexibility to respond to competitors.

It’s also hard to find a significant list of professionals who have moved to LUNA and now using it exclusively in their workflow, and given Universal Audio’s expertise is marketing, it won’t be for want of trying.

In the long term, it would take a brave person to place a bet either way. Watch this space.