Exploring European consumers' perceptions and preferences of music streaming services: major players in Europe and insight from consumers and professional experts

Abstract

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.