People pay money to solve problems in their lives. But what's annoying to me, is that the company that aims to solve my problem: remove the annoying ads.. is the same one who allows the ads.. It's almost as if we are on 2 differnet sides, and if I paid Spotify, I've lost. Even the ads are annoying "Hate this ad? you can remove it with Spotify premium".
Even ad-blockers or malware removal companies.. they probably create their own demand by releasing viruses for people to download.. then conveniently place themselves where people would search for a solution (SEO?).. then charge for it.. (but this all happens behind the scenes.. and we don't get annoyed at the malware removal security companies).. in fact, we rather like that they solve our problem. And I pay money to get that problem solved because I can trust them, and it makes my life better
So... I think instead of giving really cheap premium for Spotify, no ads access: $0.99 for 3 months? you could consider a premium version that solves a greater need of mine: I don't pick new music really well, and I like spotify because it creates curated playlists of what I may like, recommend music for each mood: To play whilst studying, whilst working out.. at the party, bed time etc...
The company, brain.fm: positioned itself as a brain productivity company and basically creates a playlist where executives can play and listen to and see data that their concentration has increased... (who really cares if that is true, it just looks good, and is a fancy idea to sell and market..)
Spotify has become important to me, because I feel that overtime, the playlists allow me to experience new music, helps me in my meditation, sleep, party ambience.. and introduces new artistes to me that I've never heard of.. which makes me look cool in front of my friends, date, or colleage...
But. If I get so annoyed with the ads, I'll just go over to Youtube and create my own free playlist using Spotify's recommendations, then listen to it on youtube, without ads... thus leaving the platform.
For businesses, Spotify can curate music to play at the stores/restaurants... that fits the theme/cusine/experience.. and then charge for that..
For executives/entrepreneurs, Spotify can create a "productivity" paid playlist...
For the yogis: Meditation music... etc
"Relevant, interesting music curation" is what I find most valuable
Just some ideas of ways to charge for the real value.