Key factors influencing Thai consumers to subscribe to music streaming online

The online music streaming industry is forecasted to continually grow inthe next 10 years which can generate revenue of more than 35 $US billion in 2030globally (Goldman Sachs, 2019). The service providers need to aware and preparethemselves to serve the customers’ wants in the future. The purpose of this research isto determine the keys factors that influence users to subscribe to online music streamingapplications.This study was a contemporary topic in applied marketing in the technologysubject area. This study used both exploratory and descriptive research to gain anoverview of the online music industry and insights from users. Exploratory researchcomprised of secondary research, and in-depth interviews, whereas descriptive researchused online questionnaires to gather data.Results demonstrated that the most important product attribute is thevariety of songs with a reasonable price for the subscription plan. The online musicstreaming application should support all operations, iOS or Android, and also alldevices (i.e., computer, laptop, or tablet). Advertising on social media such asFacebook, Instagram, or Twitter is the most effective way to communicate with thetarget audience. A recommendation from friends or family is also an important factorthat can influence more people to subscribe.