Spotify is the original king of personalization, changing how consumers listen to and discover music.

Just look at its market dominance.

Once you are on Spotify and the platform knows you, it's really sticky...and holds tremendous pricing power.

It's tough to switch platforms -- and why would you, what other platform has a more compelling UX?

Spotify's take on the music "ownership" model disrupted how consumers listen to music...and made them dependent on an ongoing subscription.

But Spotify's newest tailwind has nothing to do with personalization, music discovery, or even its subscription model.

Let's break it down...

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