Paid Music Streaming: What Drivers Customer's Choice?

This study investigates factors that determine the choice of consumers in selecting online music streaming services, and factors that affect the customer’s choice to opt for a paid music streaming service. Using multiple theoretical lenses, this study proposes a conceptual model. This study validates the hypotheses of the conceptual model by analyzing empirical data. This data has been collected from more than 300 subscribers to paid music streaming services. Implications for consumers and producers of online music streaming services are discussed.