The article presents a gloomy scene for a fabulous idea like Spotify... Being from India and a domain watcher for Culture, I feel Spotify is missing out on enormously large markets of the Global South, that adds up to 2/3rd of the world's voice and ears. If the audio service company wants to be a true global service, it needs to think beyond the over syndicated and old school markets of US and EU.
Like in India there is still little awareness about Spotify and marginal share in content or uniqueness... It's important to remember though the rules and the game is very different in Global South markets and requires a completely unique strategy, USP and ways to connect with listeners. But the market exists, and it's the fastest growing opportunity in the coming decades.