Rouven Seifert, Janis Denk, Michel Clement, Michael Kandziora, Janek Meyn
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引用次数: 0
Abstract
Demand spillovers between distribution channels are critical for revenue streams in the music industry. Drawing on consumption capital theory, this study investigates the impact of a subscription (unsubscription) or upgrade (downgrade) in music streaming on live, physical, and digital music consumption. The propensity score matching approach applied to a biannual panel with six waves indicates that conversion in music subscriptions spills over to the live market and changes willingness to pay (WTP) and demand for live events. Converting from no streaming or free streaming to a premium subscription leads to a particularly high surplus in WTP and demand for live music. Unsubscribing or downgrading a music subscription decreases WTP and demand for live events. However, changes in music subscriptions are rather unrelated to physical and digital purchases. A scenario analysis indicates that deleting the free streaming option outperforms restricting the features available to free users. The authors provide contingencies of this finding.
期刊介绍：
The Journal of Interactive Marketing aims to explore and discuss issues in the dynamic field of interactive marketing, encompassing both online and offline topics related to analyzing, targeting, and serving individual customers. The journal seeks to publish innovative, high-quality research that presents original results, methodologies, theories, and applications in interactive marketing. Manuscripts should address current or emerging managerial challenges and have the potential to influence both practice and theory in the field. The journal welcomes conceptually rigorous approaches of any type and does not favor or exclude specific methodologies.
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