Perhaps a different type of customer acquisition model for Google's cloud business; see Announcing Spotify Infrastructure’s Googley Future (Spotify News) for more details
""That’s [data analytics capabilities] where Google has the edge and that’s where we think they will continue to have the edge," Nicholas Harteau, Spotify’s vice president of engineering and infrastructure, tells The Wall Street Journal.Spotify is moving its data to Google's servers | The Verge
The move has also fueled speculation that Google may eventually acquire Spotify to gain a stronger foothold in the streaming market. Spotify has more than 20 million subscribers and 75 million active users, while Apple Music reportedly reached the 10 million subscriber mark last month. Google was reportedly interested in acquiring Spotify in 2014, but talks broke down over price negotiations."