Changing Their Tune: How Consumers' Adoption of Online Streaming Affects Music Consumption and Discovery

  title={Changing Their Tune: How Consumers' Adoption of Online Streaming Affects Music Consumption and Discovery},
  author={Hannes Datta and George Knox and Bart J. Bronnenberg},
  journal={Behavioral Marketing eJournal},
Constructing a unique panel data set of individual consumers’ listening behavior on digital music platforms, e.g., iTunes and Spotify, we study the effect of adopting streaming services on individual music consumption. Achieving quasi-randomization via a matching procedure, we estimate the changes in quantity, variety and new music discovery after adopting a streaming service like Spotify. Adopting streaming services leads to substantial increases in quantity, variety in any measure, plays of… 

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