What Drives Marketing Performance (Key Marketing Metrics) of Music Streaming Service

Nowadays music streaming services market is developing rapidly throughout the world, including Russia. Therefore, many research designed to identify the main drivers of consumer behavior on this market have been conducted recently. However, there seems to be no research, aimed at studying the specific nature of Russian market, yet the main drivers of Russian and foreign users behavior can differ dramatically. The purpose of this master’s thesis is to identify the factors, influencing the marketing metrics of Russian music streaming service. The first chapter of the thesis contains the review of foreign research, devoted to the theme of music services, and the main market trends alike. As a result, the key music streaming services’ metrics were identified, namely conversion of freemium users into premium users and the share of premium users, who are ready to pay again. Practical part of the research is based on studying the behavior of Russian music service Zvooq users and contains two parts. The first one includes conducting in-depth interview with Zvooq users. The second one describes Online-survey, conducted to test the hypotheses formulated. As a result, the goal of the research was achieved, and recommendations, based on the made conclusions, were given.