Amazon and Google are threatening one of Spotify’s biggest competitive advantages.

Spotify’s “freemium” option has always been an edge for the company. Although Apple Music says having a free option devalues the work of artists, Spotify argues it’s a necessity in today’s climate and that 60% of Spotify’s premium customers originally came to the service as “free” users.

Amazon and Google are now getting into the “freemium” game and it’s difficult news for Spotify.

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