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Free keywords:
digital concerts; musicstreaming; user typology;audience segmentation
Abstract:
To explore the issues around the production and design of digital concert streams, we conducted an online survey of n = 1,619 classical concert stream audience members (56,5% females, mean age 49 years). Participants were asked about their preference of various characteristics of digital concert productions, their use of and experience with various stream platforms and their socio-demographics. Considering various media user typologies previously identified in the literature, we were further interested in segmenting the audience via Latent Profile Analysis based on their preference for many different concert stream production features. We identified three distinct profiles, representing different target groups for digital concert stream productions: Digital Concert Purists (34.3% of participants), Undecided and Less Engaged Concert Users (15.2% of participants), and Digital Concert Enthusiasts (50.2% of participants). Different socio-demographic characteristics and music preferences were significantly, albeit only weakly associated with a person’s probability of being a member of a certain user group. These results imply that producers of classical concert streams should consider that there are different audience groups that should be addressed differently, especially with regards to conventional and more innovative concert features.
