Streaming platform adoption factors: Spotify versus Apple music

Abstract

The most common way of listening to music today is through music stream-ing platforms. These platforms are used worldwide and have made it possi-ble for users to listen to music anywhere. There is, however, a wide choice of streaming platforms, the two most widely used being Spotify and Apple Music. This study aims to answer the following research question: "What factors influence consumers when choosing a music streaming platform, Spotify, or Apple Music?" To answer the research question, three key objec-tives were defined: to identify the consumer's preference, Spotify or Apple Music; to understand the differences between the perceived usefulness of the two streaming platforms; to understand the differences between the Ease of Use of the two streaming platforms. The main conclusions taken from this study were that a lot of people uses music streaming platforms, and their sat-isfaction with the platform used is very high, men are more adaptable than women when it comes to information technologies, and the factor that most influences the choice between platforms is whether the application is user-friendly.