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Feature evaluation, trade-offs, and WTP in music streaming services: a conjoint analysis approach
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Resumo(s)
As the European streaming market matures, competition shifts to user retention. This study investigates consumer perception, willingness-to-pay (WTP), and loyalty among Gen Z and Millennials using Perceptual Mapping and Choice-Based Conjoint analysis. Results identify
Spotify as the experience leader and Apple Music as the premium ecosystem choice. While price remains the primary driver, users value offline access and ad-free features at a €2.75 –€3.05 premium. Furthermore, ecosystem lock-in significantly reinforces switching barriers.
Findings suggest that to sustain growth, platforms must prioritize value-added features and ecosystem synergies over simple catalogue expansion.
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Music streaming service Perceptual mapping Conjoint analysis Willingness to pay