Work

Feature evaluation, trade-offs, and WTP in music streaming services: a conjoint analysis approach

Year: 2026

Type: dissertation

Abstract: As the European streaming market matures, competition shifts to user retention. This study investigates consumer perception, willingness-to-pay (WTP), and loyalty among Gen Z and Millennials using Perceptual Mapping and Choice-Based Conjoint analysis. Results identify Spotify as the experience leader and Apple Music as the premium ecosystem choice. While price remains the primary driver, users value offline access and ad-free features at a €2.75 –€3.05 premium. Furthermore, ecosystem lock-in significantly reinforces switching barriers. Findings suggest that to sustain growth, platforms must prioritize value-added features and ecosystem synergies over simple catalogue expansion.

Source: Portuguese National Funding Agency for Science, Research and Technology (RCAAP Project by FCT)

Author: Stefano, Claudia Di

Language: English

Topic: Copyright and Intellectual Property

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: green

Funder: Fundação para a Ciência e a Tecnologia

Awards: G1516346500, G3257768443, G3821169523, Nova School of Business and Economics, Nova School of Business and Economics, G946021960

OpenAlex ID: W7161527756

Cites: 40

Cited by:

Related to: 10