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As of December 2017, Spotify had 159 million users, 71 million of whom were paying subscribers, according to company data, making it the world's most popular music streaming service, followed by Apple Music with 36 million subscribers.

During his appearance at the SXSW conference in Austin Texas, Apple Music's SVP, Eddy Cue, revealed the new numbers to the audience. Meantime, it has taken 5 months for Apple Music to gain 8 million subscribers. Google Play Music doesn't release information on its number of paid subscribers.

CNET reports that Cue is looking to a market of about 2 billion customers who can access and pay for streaming rights, a far cry from Apple's and Spotify's current combined reach of barely over 100 million. Apple and Google charge $9.99 per month for their respective services, while Amazon offers theirs for $7.99 to Prime members.

In addition to its paid service, Spotify also offers an free ad-supported version to help draw users into the service.

Apple has bought digital magazine distributor Texture to extend its subscription services beyond music and online storage. Spotify users who have been using global accounts can change to SA in Spotify's settings, where the country now appears as an option.

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In addition to paid subscribers, Apple also lays claim to 8 million users that are now in a three-month free trial period.

Apple didn't disclose how much it paid for Texture, which had raised at least $90 million since it was founded almost a decade ago as Next Issue.

David Pak, previous CEO of eMusic, commented on CNN about the war between Spotify and Apple Music. There is also a free tier.

The Spotify app is available now in the Google Play Store for Android phones and the App Store for iOS devices.