The development of digital technology and changes in consumer habits and motives in the last decade have contributed to the development of new business models in the digital environment. Today, the number of providers of subscription streaming services that provide their users with entertainment services such as music subscription and broadcasting of audio and video content is growing drastically. Precisely because of the increasingly intense competition in the streaming service industry, understanding the motives behind choosing a streaming service provider is crucial for survival in the market. The aim of this paper is to research to what extent social, practical, hedonic, economic and innovative motives contribute to the choice of streaming services among users in the Republic of Croatia. The primary data was collected by a questionnaire on a total sample of N=113. The conducted research found that hedonistic and practical motives have the most influence on consumers when using streaming services. Furthermore, innovative and social motives resulted in the least impact on consumers, while economic motives were estimated to have a moderate impact on consumers when using streaming services. The work also established that users of streaming services are most often subscribed to two streaming services, of which the most are video streaming services, music streaming and live TV broadcasts. Lastly, users of streaming services on average use the service once a day or several times a day, and the most popular providers of streaming services in the Republic of Croatia are Netflix, Spotify, Max Tv and HBO Max.