Selection criteria for music streaming services

The article presents the results of a study of consumer behavior when choosing music streaming services. The qualitative research approach based on the «bottom-up» logic of scientific knowledge was chosen as the methodology of empirical research. A description of informants was made, as well as the construction of types based on the categories that characterize the behavior of consumers in the selected market. Semi-structured interview was used as a method of collecting information. According to the results of the study, the information obtained was analyzed through content analysis, as well as narrative analysis. The results of the qualitative research allowed to identify the most important criteria in choosing a music streaming service among young people, as well as to formulate the main conclusions and recommendations.