Exclusive content on audio and media streaming services : an empirical study in the Italian market.

Abstract

The following treatise aims to make an illustration of exclusive content and how it could be included in the offerings of music streaming platforms (DSPs). After providing a general overview of the music industry, secondary research will be used to examine the effects that DSPs have had on the market and consumers. Some music streaming companies have a business model that is not financially successful despite having a lot of room for future expansion. Also, consumers interact with music in a different way than in the past. They sense a gradual decline in the fan-artist relationship and feel less ownership over the product. The purpose of the following dissertation is to provide a potential remedy for the issues raised: exclusive contents. A focus will be made on the Italian market, where consumers would like DSPs to provide premium content created by their favorite artists, access to which is restricted to the additional payment of a monthly fee. A solution found by drawing inspiration from the business models of OnlyFans and Tencent Music. The dissertation is supported by a literature review that will examine the situation and define the problem from a managerial point of view. In a second step, qualitative, and quantitative methods, including univariate, bivariate, factor, cluster and conjoint analyses, will be employed to examine the respondents' sample. They will identify the drivers that would push the Italian consumer to take advantage of exclusive content on DSPs. Finally, an attempt will be made to identify the targeted consumer involved in the new offer. As a result, a DSP in Italy should offer exclusive contents, such as fan tickets, unreleased music, live streaming, exclusive interviews and direct chat. A content portfolio that will result in being attractive for the consumer who generally shows interest in the music streaming platforms' catalog and new features.