"What about churn at the SSP music streamers? One report is as follows: "Apple Music have a subscriber churn rate of 6.4%, which is nearly three times higher than Spotify, whose churn rate is 2.2%." The best way to retain customers is always to have a fantastic product. Of course there are a range of operational excellence approaches like automatic renewal that can help, but in the end a great service is the most effective way to retain a subscriber. The best way to increase satisfaction is not, as Pandora has done, to increase ad loads. A far better approach would be to have content that is compelling enough that people do not leave. XM Sirius has this hook in the Howard Stern Show and other first party content. The SPP music streamers must find something similar that is first party. There is no other option."