Niche analysis of competition among music streaming services in Korea

초록

With the advancement of digital technology, the music industry has undergone significant changes, with music streaming services becoming the primary means of music consumption worldwide. In Korea, local music streaming services like Melon and Bugs have long dominated the market. However, the recent rapid growth of global services such as YouTube Music has intensified the competition. This study focuses on adolescent users, a highly influential demographic rapidly adapting to new technology trends, to analyze the competitive relationships among major music streaming services. This study selected four services-YouTube Music, Melon, Genie Music, and Flo-and surveyed adolescent users aged 14 to 18. Based on niche theory, we defined five gratification factors-price value, recommendation services, music diversity, ease of use, and optional services-and analyzed each service's competitiveness based on these factors. Through this analysis, this study provides strategic implications for Korean music streaming services to achieve sustainable success in the face of global competition.

키워드