Three weeks before Apple Music launched last year, rival music service Spotify revealed it had reached 20 million paid subscribers. It seems that in the nine months since that announcement, Apple's product hasn’t negatively impacted the number of people signing up to the Swedish streaming site; CEO Daniel Ek has just announced that Spotify now has 30 million subscribers.

Back in 2014, Spotify said that 10 million people were paying to use its service. These latest figures show that the site’s number of subscribers are increasing by about 10 million a year. Ek didn’t reveal how many non-paying monthly active users Spotify currently has, but last year 75 million people were using the free version of the site.

Spotify’s success is by no means an indication that Apple Music isn’t doing well; it may not be loved by everybody, but the Cupertino company’s music streaming service had attracted over 10 million subscribers by January this year.

It may have been around for quite a while, but the popularity of music streaming is increasing. While Spotify is still the most popular service worldwide and Apple Music keeps gaining subscribers, sites like Tidal, Deezer, and Pandora are also continuing to grow. In the United States, streaming music services are the largest sources of revenue for artists and record companies.

While Apple Music and Tidal hope that exclusive content will attract listeners, it seems that Spotify's lack of release day albums and singles from artist such as Adele, Coldplay, Drake and Rihanna isn’t causing subscribers to flock to other streaming sites.