Data Driven Positioning Analysis of Music Streaming Platforms

This study investigates the market position of music streaming platforms by analyzing user sentiment and topics expressed in customer reviews. In contrast to traditional methods, this study employs machine learning techniques to extract less biased and more authentic comments from user review data. Sentiment and topic analysis are utilized to identify the emotional tone of the language used and distinct topics discussed within customer reviews of the four most popular music streaming platforms, namely Spotify, Amazon Music, Apple Music, and YouTube Music. The study comprises four main steps, including data collection, cleaning and pre-processing, sentiment analysis, and topic modeling. The results reveal that Amazon Music is prominent in functionality aspects, while Spotify ranks highest across all topics. Apple and YouTube Music have the highest scores in reviews related to customization. The proposed approach provides valuable insights into user perceptions and preferences, which can assist brands in improving their market position. The paper concludes with a summary of the findings, marketing implications, and suggestions for future research.