Streaming Legitimacy : Consumer Perceptions of Streaming Distribution Models

Abstract

This project, Streaming Legitimacy, is a master thesis conducted by two Music Management students from the University of Agder. The background for this thesis is rooted in the current debates surrounding fair distribution of revenues in the music streaming industry. Some of the focus in this debate concerns the revenue distribution models of the streaming services. The focus has previously been on the different models effect on the distribution of revenues to the rights holders. For us, the lack of focus on the consumers’ perception on this matter has led us to the following research questions: How will consumers perceive a user-centric distribution model? Will it affect consumer behaviour? If so, how and to what extent will it affect consumer behaviour? In the approach of these questions, we apply a qualitative methodology. This thesis falls within the field of consumer research with an interpretivist approach. The collection of data was done through the conduction of two focus groups with participants mainly consisting of students in the age range of 20-30 years. In this thesis we present our findings and discuss the results in light of relevant theory.