Análisis de los perfiles millennial y centennial en el consumo de contenidos musicales: caso Universidad Técnica de Machala.

Abstract

Millennial and Centennial are generations that have felt significant changes in their lifestyles due to the development of technology and the progress of a new century, which has given them the name of digital natives widely linked to social networks, what It also transformed the way of consuming digital content, giving way to streaming music platforms. These generations have been characterized by having high consumer expectations, which means that consumer profile studies are highly necessary to understand their needs and expectations in the consumption of music content. Within this study, the characteristics of the Millennial and Centennial music content consumer profile of the Technical University of Machala were investigated and analyzed, using a qualitative-quantitative approach, the non-probabilistic snowball sampling technique was carried out, executed via online through the Google Forms platform to 100 university students. In the results, the main consumer profile identified in the sample was Streamer shared with free and paid Streamer, individually the Millennial showed a greater tendency for musical styles of tropical music, in contrast to the Centennials, who showed a predilection for urban music, likewise, their consumption schedules were relatively similar in conjunction with their consumption habits.