From Mariah Carey on the radio to the terrifying aisle of singing plastic trees in our local supermarket, early signs of Christmas are emerging. But Music Ally’s preferred starting gun for the festive season might just be the annual reappearance of Spotify’s ‘three months for 99 cents’ subscription offer. This year’s kicked off on Friday, ahead of what promises to be the most intense Yuletide competition yet for new subscribers among the big, global music-streaming services.

This year’s Spotify promotion has a twist, though: the company is also hoping to tempt back some lapsed subscribers. They can’t take advantage of the three-for-$0.99 offer, but there’s a separate offer for anyone who cancelled their Spotify Premium account before 16 October 2018: they can get three months for the price of one ($9.99). It’s a useful reminder that for the established streaming services, people who used to subscribe but (for whatever reason) cancelled is a potential funnel worth exploring.

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