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Exploring European consumers' perceptions and preferences of music streaming services - consumers' interest in Artificial Intelligence and future trends
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Orientador(es)
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 paper analyses
European consumer perceptions and preferences influencing platform choice in music streaming
and explores interests in emerging trends such as AI integration and live experiences. Through
literature review, preliminary interviews, perceptual mapping and conjoint analysis, the study
identifies key factors shaping consumer behaviour and decision-making. Findings suggest
actionable implications for music streaming platforms, emphasising consumers’ price sensitivity,
brand loyalty, user-friendly interfaces, personalisation, and the integration of innovative features
to remain competitive and enhance consumer engagement.
Descrição
Palavras-chave
Market research Expert interviews Perceptual map Conjoint analysis Consumer preferences Consumer perception Music streaming platforms European market