THE IMPACT OF SUBSCRIPTION-BASED MODELS ON CONSUMER BEHAVIOR: A COMPARATIVE STUDY OF NETFLIX AND SPOTIFY

This study examines the effects of the growing adoption of subscription-based models on consumer behavior across multiple sectors. With the rapid expansion of digital platforms and evolving consumer preferences, gaining insights into this transformation is essential for businesses and policymakers alike. The paper synthesizes existing research, investigates psychological consumer responses to subscriptions, and shares original study results. Findings suggest that subscription services significantly impact buying habits, customer loyalty, perceived worth, and budgeting behavior. The study also offers strategic recommendations for businesses and outlines potential areas for further research.