Exploring European consumers' perceptions and preferences of music streaming services: identifying key valued attributes of music streaming platforms

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 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.