Now, Spotify CEO Daniel Ek has revealed that over 40 million of its users pay for subscriptions - a remarkable increase of 10 million (around 33%) in just under six months.
That means that Spotify is maintaining a strong lead over Apple Music. When Apple launched its 'revolutionary' music service last year, many believed that the strength of its iTunes platform would allow it to quickly breeze past its more established streaming rival.
But Apple Music isn't growing anywhere near as quickly as some expected it would. After reaching 13 million subscribers in late April, Apple announced last week at the iPhone 7 launch event that its music service had grown to 17 million paying users.