Shouldn't they be aiming at basically Google, Amazon and Apple here for undercutting Spotify? Spotify has to price match against those giants who subsidize the

Shouldn't they be aiming at basically Google, Amazon and Apple here for undercutting Spotify? Spotify has to price match against those giants who subsidize their respective services with other profitable aspects of the business. Spotify themselves for the most part having been losing money/matching even. What can Spotify do? They raise the cost of premium, they lose marketshare and that would be a death spiral no?