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Exploring European consumers' perceptions and preferences of music streaming services: identifying key valued attributes of music streaming platforms
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| 4.94 MB | Adobe PDF |
Autores
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 preferences influencing platform choice in music streaming through market
overview and literature review of digital business models to identify key factors shaping consumer
behaviour. The conjoint analysis revealed consumers’ price sensitivity, brand loyalty and
prioritisation of functionally-driven elements such as listening features and access mode. The study
found music recommendation and social interaction to be secondary during consumers’ platform
selection process. Actionable implications for music streaming platforms are suggested based on
findings.
Descrição
Palavras-chave
Market research Conjoint analysis Consumer preferences Music streaming platforms European market