Date of Award
Spring 2020
Degree Name
Bachelor of Science (BS)
Advisor(s)
Luke Kachersky
Abstract
Accounting for over 80% of industry revenue in 2019, music streaming has officially overtaken traditional sales to become the most dominant player in music distribution today by a large margin. This shift to an access-based purchasing model has undoubtedly shaken up the recorded music industry, creating numerous changes in how consumers interact with their libraries. One such change is in music discovery, as streaming has introduced a multitude of never-before-seen features to drive it. The following research took a deeper look into the relationship between music discovery and brand loyalty and studied what specific features have significant relationships with both measures. Based on the results of a survey of Apple Music and Spotify users in the US, it was determined that there is a strong positive correlation between music discovery and brand loyalty on both platforms. Additionally, when examining the correlations between specific features and both music discovery and brand loyalty, a number of specific features were correlated to each measure. Two Spotify features, as well as five Apple Music features were found to have significant correlations with music discovery and in relation to brand loyalty, the same two Spotify features also had significant correlations.
Recommended Citation
Gelsomino, Kasey, "How Music Discovery Drives Streaming Service Brand Loyalty" (2020). Gabelli School of Business Honors Thesis Collection. 65.
https://research.library.fordham.edu/gabelli_thesis/65
