| dc.description.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. | en_US |
