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I've used Spotify for the last 3 years and have been happy with it, but is there something I am missing out on by not using Apple, Amazon or Deezer? What are the pros and cons of each in STW experience?
Like you I was with Spotify forever. Shifted to Apple music as my wife was already paying for that and we got family membership thing on Apple.
Broadly speaking very similar, I've not found any obvious gaps or omissions in library on Apple and the interface is very good. I do think that Spotify was better at suggesting to me what I might enjoy based on recent listening and me then finding new music.
Not really. A few years ago they were fighting over exclusive album deals to draw people to their platform but that silliness has stopped so they all pretty much have the same stuff.
They're hoping that you get so attached from playlists / history / recommendations that you won't bother going elsewhere. I'm on Spotify now (free with phone contract) but I'll likely return to Apple Music just for having all my iTunes library stuff mirrored on there.