Music streaming to music subscriber
https://phys.org/news/2018-11-music-streaming-subscriber.html
US researchers have surveyed hundreds of music streaming users and found that social influence primarily affects a consumer's attitude towards music streaming. This, in turn, drives their purchase intention, or otherwise. In contrast, the user's simple hedonic performance expectancy seems to push those who already subscribe to maintain their subscription. Fundamentally, the music industry must begin to understand what is driving different types of user and to respond to their needs in a way that they never have before if they are to survive and thrive.
Explore further: YouTube driving global consumption of music> More information:
Charlie C. Chen et al. Converting music streaming free users to paid subscribers: social influence or hedonic performance, International Journal of Electronic Business (2018). DOI: 10.1504/IJEB.2018.094870