Analýza rozhodování spotřebitelů na trhu audio streamovacích služeb

This bachelor thesis focuses on the issue of audio streaming services and examines the relationship between their differentiation, consumer behavior, and decision-making. The aim is to determine how consumers perceive the differentiation among various audio streaming services and how they are informed about the products. The thesis specifically deals with the audio streaming platforms Spotify and Apple Music, as these services represent the most significant players in the market. The first part of the thesis provides a theoretical framework, which includes a characterization of audio streaming services and a comparison of the platforms Apple Music and Spotify. This information served as the basis for the econometric analysis conducted within the thesis. Data for this analysis were obtained through a proprietary questionnaire survey, and subsequently, two linear probability models were constructed to verify the specified hypotheses. The results suggest that consumers perceive the Spotify and Apple Music platforms as differentiated and are sufficiently informed about their features.