This chapter aims to examine the motivators of users and subscribers regarding their continuing intention to use music streaming platforms, including brand involvement, technology affinity, brand trust, and compatibility. Cross-sectional quantitative data was collected from 301 qualified respondents via an online survey questionnaire. Data was analyzed and validated using a partial least squares (PLS) structural equation model (SEM) to examine the relationship between the endogenous and exogenous variables. The proposed model posits that the level of user-brand involvement and technology affinity substantially impacts the intention to continue using the platform. Moreover, brand trust and compatibility play a crucial role in mediating the intention to continue using the music streaming service, while users' affinity towards technology and their involvement with the brand significantly and positively affect the users' intention to continue using the platform.