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Instead of purchasing individual content, streaming adopters rent access to libraries from which they can consume content at no additional cost. In this paper, we study how the adoption of music streaming affects listening behavior. Using a unique panel data set of individual consumers' listening histories across many digital music platforms, adoption of streaming leads to very large increases in quantity and diversity of consumption in the first months after adoption. Although the effectsdoi:10.1287/mksc.2017.1051 fatcat:aknorjhxevc77iyax5qkcudmfy