Spotify launches in 3 new countries: South Africa, Vietnam, and Israel

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Apple Music continues to add paid subscribers, and the number has climbed substantially over the past month alone.

Spotify will rival music streaming services already operating in the country with the likes of iTunes from Apple, Google Play Music, and Deezer.

Spotify attributes the fall to a cut in content costs following new licensing agreements with record labels and music publishers, it said in the almost 200-page filing. This will be the first time the company has launched on the African continent.

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By experimenting with the tool, Line-In, it hopes to better understand how Spotify listeners interpret music, so that it can improve experiences for both listeners and artists.

Of its 159-million total customers, its premium users grew 46% in 2017 to 71-million, according to Spotify's filing with the US Securities and Exchange Commission. Back in 2014, Spotify acquired The Echo Nest, a music metadata provider, for a reported $100 million.

Apple Music forces users to use its Connect feature to follow artists.

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Users can personalise their playlists - Spotify's personalisation option can find music they already love easily, based on their listening patterns and taste in music. There is also an option for a free account which includes ads.

Spotify offers 35 million songs all available to both free users and subscribers, including local and global music.

With its latest round of expansion, Spotify is now available in 64 markets. They can listen to any song, album or playlist on demand, or even control Spotify through the quick menu without interrupting the game.

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"We looked at the technology landscape, we looked at the maturity and actually South Africa is seen globally as a very important music market".

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