Knowledge and behavior of young people on music streaming platforms: Factors driving their use

Music consumption has undergone a transformation with digitalization, establishing streaming platforms as the primary channel for accessing musical content. This transformation has been driven by ease of use, algorithmic personalization, and seamless integration with mobile devices. The objective of this research is to analyze the factors influencing the adoption of music streaming platforms, based on the UTAUT2 model. Four key variables are incorporated: ease of use, perceived usefulness, hedonic motivation, and habit, along with the additional variable of perceived innovation. A survey was conducted among 202 young people using streaming platforms, and the data were analyzed through Structural Equation Modeling (SEM) using IBM SPSS V.27 and AMOS V.27. The proposed model identifies the factors that determine usage intention and those that have no significant impact. The results show that habit is the primary predictor of usage, surpassing other variables such as ease of use, perceived usefulness, hedonic motivation, and innovation. This finding suggests that repeated behaviors automate platform use, reducing the influence of other factors on user decision-making. This research contributes to a deeper understanding of the central role of habit in the adoption of music streaming platforms, providing key insights for the development of user retention and loyalty strategies.