Music, generation Z, streaming, social media, social influence, music industry, premium streaming music, music streaming, streaming services, Spotify, Apple Music, Amazon Music Unlimited, music sales, MOD Music-On-Demand, streaming music platform, audio streaming, Tidal, Deezer, YouTube Music Premium, free subscription, Master of Science in Marketing and Digital Media
This thesis focuses on the music industry, and more specifically on the new economic model that is allowing this sector to grow again: on-demand music. Also known as music streaming, on-demand music has profoundly changed the way music is distributed and consumed and seems to meet a need given the growth of the market because of the fast development of technologies. According to the MIDiA Research 2021 report, 523.9 million people worldwide subscribe to a streaming music platform. That's 26.54% more than in 2020, when subscription based paid streaming was the main driver, growing 18.5%, a sign that the streaming music market is dynamic and growing. At the same time, according to the Global Media Outlook Report 2022, across the 17 international markets surveyed, Generation Z would be the top consumers of on-demand music. Thirty-eight percent of them plan to listen to more streaming music in 2022. This trend of listening to more streaming music over the next 12 months gradually decreases with age. Furthermore, according to the SNEP study, the use of subscription-based audio streaming is more important among young people: it represents 60% of 18-24-year-old, for example.
The purpose of this paper is to understand what factors drive Gen Z to subscribe and recommend streaming music as part of a paid subscription called Premium.
[...] The purpose of this paper is to understand what factors drive Gen Z to subscribe and recommend streaming music as part of a paid subscription called Premium. Part 1 Literature review INTRODUCTION Due weight of music within cultures and of users of music streaming users, it seems relevant to know more about the reason for the digital phenomenon and what factors lead to its use (Molteni and Ordanini, 2003; Wang et al., 2013b). These new consumption practices are new. As a result, the level of information on this topic is still insufficient and unstructured (Sinclair and Green, 2016). [...]
[...] Familiarity with premium subscriptions on streaming music platforms. Indeed, for our study it is crucial that the respondents know what the differences are, the advantages and the services offered by the streaming music distributors. Use of a music streaming platform. This filter question is similar to filter question 2 but with a nuance. IV. Sample Who did we interview? The target population of our research is very specific: members of Gen Z between 18 and 24 years old. We want to interview all people using a streaming service or not because we are trying to understand what are the levers that allow to adopt and recommend a paid music streaming service subscription. [...]
[...] Intention to adopt Finally, the adoption intention of premium music streaming services positively affects the intention to recommend. These results are aligned with others thesis (Miltgen et al. (2013) and Oliveira et al. (2016).) The power of recommendation is rarely studied in technology acceptance (Miltgen et al., 2013). Its potential has long been overlooked especially in the adoption of streaming music platforms. Our results suggest that people who are planning to adopt a premium subscription from a streaming platform will be more likely to recommend the platform. [...]
[...] Design of our research model As mentioned above, our research model is essentially based on the Unified Theory of Acceptance and Use of Technology (UTAUT) of Venkatesh et al. (Figure . As a reminder, the choice of UTAUT2 is based on several recent constructs, which gives it a strong explanatory power. Our goal is to determine the factors that influence the adoption and recommendation of streaming platforms. The conceptual model illustrated in the below consists of hypotheses that are presented next. Figure Unified theory of acceptance and use of technology (UTAUT2) Model (Venkatesh et al., 2012: 160). [...]
[...] Thus, perceived value or price value has a positive impact on the intention to adopt a premium music streaming service. It can be concluded that consumers are more likely to purchase paid music streaming services if they believe that these services have a higher value. (Wang et al., 2013). Consumers believe they should get value out of paying for a subscription versus the free version. Weijters and Goedertier 2016 stated that price plays an important role when consumers decide to use a streaming service. [...]
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