Barriers that prevent Thai adults from listening to music via online music streaming

As Thailand is entering the 4.0 era, the government has begun to actively engage in the development of infrastructure in preparation for the emergence of new technologies. Under the influence of smartphones and 4G internet, along with the introduction of music streaming services, the music-listening behavior of Thai people have shifted towards music streaming channels. Nonetheless, it is still apparent that the majority of Thai adults aged 30 years or above are still listening to music via traditional channels.This research had the primary objectives to gain a better understanding of the barriers that prevent Thai adults from using music streaming services, while enabling these companies to develop appropriate strategies to educate and capture customers. This study employed a qualitative research method by conducting in-depth interviews on 15 non-music streaming users aged 30 years or above via face-to-face or telephone. The questions in the interview script were semi-structured questions. Moreover, both purposive and snowball sampling methods were exercised to acquire the targeted respondents.The key findings of this research provided a profound insight into the barriers that prevent Thai adults from listening to music via online music streaming services. According to the results, such barriers include the fact that they were satisfied with their current music channels and they were not willing to pay for using the full features of music streaming services. Likewise, the technological complexities of downloading and using music streaming services further discouraged many Thai adults from using such services. With that respect, it is significant for music streaming companies to educate Thai adults on how to use music streaming services and create awareness of the advantages of streaming services by employing the concept of value co-creation.