Evaluating the impact of branding on music streaming services such as Spotify, Apple Music and Tidal have had on consumers

Abstract

The aim of this study was to evaluate the impact of branding in the music streaming industry while considering the three companies, which include Spotify, Tidal and Apple Music. Following the quantitative research methodology, the researcher survey 80 music listeners in the university. Based on the results, the responses of participants were oriented towards Spotify. In regards to the preferences of music streaming services, Spotify lied on the first preference. Meanwhile, Apple Music lied at the second number. Whereas, Tidal lied on the third number followed by a minimal amount of responses for its services chosen by the consumers. Branding has main stake in the music streaming services industry. The evaluation of branding of three brands such as Tidal, Apple Music and Spotify provide the differing results. Tidal and Apple Music have good branding and its impact on the consumer choice. However, Tidal followed by Apple Music has lower impact when it comes to compare the results and responses with Spotify.

Keywords: branding, music streaming services

DOI: 10.7176/IKM/11-4-09

Publication date:August 31^st 2021