Streaming Culture: Music Consumption and Platform Preferences Among University Students

The culture of music streaming has shaped consumption patterns and preferences, particularly among younger audiences, indicating a broader cultural paradigm shift in the music industry. Accordingly, this study aims to examine this phenom-enon through empirical assessment and the development of a measurement in-strument. Methodologically, a quantitative cross-sectional design was employed, including a descriptive phase to characterize participants and a psychometric phase for scale validation. Results indicate that respondents are frequent users of streaming platforms. The proposed instrument demonstrated moderate reliability within a stable bifactorial structure, subsequently supported by Structural Equa-tion Modeling (SEM). Consequently, the Music Streaming Perception Scale (MSPS) was developed as a suitable tool for measuring the phenomenon, with potential for further confirmation through Confirmatory Factor Analysis (CFA) in larger samples.