Music Discovery as Differentiation Strategy for Streaming Providers

Abstract

Music discovery presents itself in an instant and in a multitude of possible ways. When comparing the user personas of streaming services in the dimension of music discovery, two main differentiation criteria become apparent, namely the degree of intention and the control one wants to exert when discovering new music. Against this background, this paper proposes a framework which categorises the possible ways of music discovery in a streaming provider with the help of those two criteria into active, semi-active, semi-passive and passive ways in order to analyse them separately, outline success factors and current research.