When Spotify recently announced that it had 10 million users across Europe, most coverage cross-referenced this to the 500,000 paying subscribers milestone announced by CEO Daniel Ek in July, and pointed to a 5% conversion rate. However, Digital Music News claims it’s nearer to 6.5%, citing numbers shared with Spotify’s partners as indicating the service has between 640,000 and 650,000 paying users. What’s more, it suggests that 90% of those are paying the full €9.99 top-tier subscription, and just 10% are on the €4.99 limited version. The story also claims Spotify will make another announcement in December “most likely on a much higher premium figure”. If that rumoured deal with Virgin Media goes through, could it hit one million paying subscribers or even more? Watch this space.

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