As Apple Music launched in 2015, we could have made our fortune if we’d been given a pound every time a rival talked about rising tides and all boats floating.

10 months on, though, and Spotify maintains this HAS been the case – at least for its growth.

“Since Apple Music started we’ve been growing quicker and adding more users than before,” VP Jonathan Forster told Reuters this week. “It would be terrible if we were just taking each other’s users or to learn there was just a ceiling of 100 million users – I don’t think that is the case.”

However, Forster predicted more market consolidation in the future. “My Internet history would tell me that there’s probably not going to be that many significant players, and then maybe smaller niche cases,” he said. “It’s a hard business.”

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