The music streaming industry is constantly changing in the light of technological innovation, giving users access to ever-larger collections of music anytime, anywhere. In my thesis, I wanted to explore the key factors that drive consumers to purchase paid subscriptions on these platforms. In particular, I was interested in whether the main motivation for purchase is to listen to music uninterrupted by advertisements, whether users are motivated to buy by recommendations from close friends, and whether the discovery of new music and the possibility of a free trial period are important motivators to buy a paid subscription. Using a questionnaire and a statistical analysis of the results, I found that the main reasons to buy a paid subscription are the desire to avoid ads and the affordability of the subscription model, while recommendations from loved ones, the discovery of new music and the free trial period do not have a significant impact on the purchase decision. At the end of my thesis, I concluded that consumers choose paid subscriptions particularly on the basis of experiential and financial benefits.
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