IntroductionSpotify is one of the major players in the music streaming industry. Since its public launch in 2008, Spotify has grown significantly with over 6 million subscribers out of its 24 million active users in 32 countries across 4 continents, as of October 2013. [1]Business ModelSpotify is a player of music streaming on-demand. After registering and downloading the desktop application, the user has access to over 20 million songs currently available on Spotify [1]. The main feature of the Spotify streaming service is that it does not sell music, but gives access to it. Digital music streaming is based on agreements with content owners: record labels, digital distributors, aggregators and publishers' collective management societies, to whom Spotify pays royalties [2]. Without these agreements there would be no music to stream. Basically, Spotify plays an intermediary role as it distributes music content from rights holders to listeners. Spotify operates on a “blended advertising/freemium business model.” The freemium business model is based on the idea that the company offers simple, basic services for free for the user to try, and more advanced or additional features for a fee [3]. An important role in Spotify's business model is to have advertisers generate revenue used to fund free subscription costs. In other words, without advertising there would be no free music. Spotify users are offered several subscription options, which differ from country to country. Currently, users in the UK can choose between these three options: • Free Spotify This option is completely free and after creating an account, users can listen to music on their computers as much as they want during the first 6 months.... . . half of the document ....../www.androidpit.com/itunes-radio-spotify-google-music-service [Accessed 3 December 2013].[23] Kniberg, H. and Ivarsson, A. (2012), Scaling Agile @ Spotify with Tribes, Teams, Chapters and Guilds [online]. Available at: https://dl.dropboxusercontent.com/u/1018963/Articles/SpotifyScaling.pdf [Accessed December 3, 2013].[24] Titlow, J. P. (2013). 6 million people pay for Spotify: is that enough? [online]. Readwrite. Available at: http://readwrite.com/2013/03/13/spotify-six-million-paid-subscribers-growth-quick-enough#awesm=~ooGnd8WPWQ88er [Accessed December 3, 2013].[25] Newton, Casey (2013), Last man streaming: Spotify's $250 million war chest makes it the music company to beat [online]. The limit. Available at: http://www.theverge.com/2013/11/22/5134598/last-man-streaming-spotifys-250-war-chest-makes-it-the-music-company [Accessed December 3 2013].