The motivations of music consumers in streaming platforms
Implications for the spread and consumption of advertising
Abstract
This article aims to analyze the motivations of music consumers in streaming platforms. We will focus on the uses and rewards of these platforms, and consider the implications for the spread and consumption of advertising. Our investigation was based on the habits of Spotify users. Through quantitative processes and methods, and via an exploratory and descriptive approach, our research has determined that users consume digital music mostly in search of inspiration and relationships, in order to transform how they face everyday situations. Under these conditions, the impact of advertising is relatively low.
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