<![CDATA[The purpose of this study examines how consumers interpret the shift in music consumption from conventional formats such as CDs to digital streaming services, reviewed using consumer behavior theory, social practice theory, and the diffusion of innovation. The method used in this study is qualitative with data collection through interviews. The findings of this study are the phenomenon of migration of conventional music consumers from physical CDs and DVDs to digital music streaming platforms is influenced by various factors, namely relatively cheaper prices or even free, easier access, social environment, then related to technological developments that offer many innovations relative advantage, compatibility, complexity, trialability, and finally observability. There is even a tendency for digital music streaming platforms to compete to offer their own innovations and uniqueness to attract consumer attention. The shift in music consumption then influences the shift in several elements such as the material in listening to music, the competence of music consumers, and the meaning in consuming music.]]>
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