Yet Ek and reps for Spotify insisted that the free tier was an effective on-ramp for paying customers. In honor of the game-changing digital service provider’s 15th anniversary, Variety breaks down 15 innovations, transformations, modifications and other ways Spotify has changed how people consume music and brought new functionalities to its platform.įor many years, Spotify was criticized for its free (aka “ad-supported”) tier, which enables users to stream as much music as they want if they’re willing to sit through advertisements. It’s no understatement to say that streaming saved the record- ed-music business, and that global market leader Spotify led the charge toward the stability and growth that the industry is enjoy- ing today. market in 2010 to a whopping 83% by the end of 2020 - and recorded-music revenues saw their fifth consecutive year of growth, topping $12.2 billion, per the RIAA. How completely has streaming transformed the music world? The platform rose from 7% of the U.S. launch in July 2011 opened the floodgates, and Apple Music’s streaming service debuted four years later. For a $9.99 monthly fee (or free to those who don’t mind sitting through dozens of groove-busting advertisements), the site is an open archive, easily searchable and replete with more music than anyone could play in a lifetime. Founded in Stockholm on April 23, 2006, and seeking a solution to the industry’s piracy problem, the on-demand audio-streaming service was built on the understanding that consumers who aren’t inclined to buy a specific album or song might be willing to pay for ease of access to a large library of music. But streaming, led by Spotify, the brainchild of Swedish entrepreneurs Daniel Ek and Martin Lorentzon, changed all that.
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