Features of Consumer Behavior of Russian Youth when Using Music Streaming Platforms: Motivation for Purchase, Formation of Musical Preferences, Consumption Habits

This study is dedicated to examining the peculiarities of consumer behavior among Russian youth when using music streaming services. Nowadays, the music industry is actively developing, which also affects consumers of music content. However, there is a lack of understanding in the research field regarding the formation of musical preferences, consumption habits of this content by users, as well as intentions to subscribe to a service. That is why this study aims to identify patterns of music content consumption and subscription intentions among Russian youth in the current market situation. The research design includes both qualitative and quantitative data collection and analysis methods: a series of in-depth interviews and an online survey. As a result of the study, reasons for using specific music services, patterns of music content consumption, and aspects of motivation to subscribe to a service were identified.