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Exploring European consumers perceptions and preferences of music streaming services- reviewing current literature on consumer attitudes and behaviour
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| 4.45 MB | Adobe PDF |
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Resumo(s)
In a market characterised by content homogeneity and where attraction is crucial, music streaming services must innovate to differentiate and enhance premium offerings. This study analyses European consumer perceptions and preferences, focusing on factors influencing platform choice and interest in trends like AI integration and live experiences. The literature review highlights the shift from ownership to access, the role of psychological ownership, perceived value, and social influence, and the impact of freemium models and AI-driven personalization on engagement and loyalty. Findings provide insights for platforms to refine user experience and remain competitive through price strategies, brand positioning, and feature innovation.
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Market research Expert interviews Perceptual map Conjoint analysis Consumer preferences Consumer perception Music streaming platforms European market