Spotify has announced a two-year extension to its partnership with Swedish telco Telia, having spent the last two years having its streaming music service promoted by the company across mobile, broadband and TV. Spotify says the deal has been good for its growth, with the number of Spotify subscriptions sold through Telia growing by 300% in the last year – add the usual ‘from what to what?’ caveat here, obviously. More concrete is the stat that one in five Telia customers with a smartphone also have a Spotify Premium subscription. “Today, 25 percent of Spotify’s Premium users in Sweden are acquired through Telia and we expect that this figure will continue to rise substantially,” says Spotify’s Andreas Liffgarden. All four major labels have hailed the deal too. “There was an immediate improvement for the music industry when Telia and Spotify began to work together to combine music distribution and content services in a cohesive consumer package,” says Universal Music Sweden’s Per Sundin.

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