The key to proper analyst of data is deciphering what is correlation and what is causation. The article mentions that in Spotify’s home of origin Sweden, where

The key to proper analyst of data is deciphering what is correlation and what is causation. The article mentions that in Spotify’s home of origin Sweden, where it is extremely popular, majority of people stream music, and do not pay for individual albums sales. Easy to argue his album popularity on streaming only services was mere correlation and did not lead to increase album sales. If you follow the industry closely, you’ll notice the article left out the well known sales boost Grammys performers get. This post Grammy Awards sales boost is a know fact. Justin Timberlake had an advantage, he was the only popular performer at the Grammys releasing something new after the Grammy Awards. The other performers albums were already out for a year a more. We can also argue that the free streaming on iTunes also help lead to sales. The streaming on iTunes is ideal, it is only temporary, so if you really like the album you’ll have to buy it. Another important data point that was left out of the article was Justin Timberlake's album was heavily promoted on the new Myspace. Despite Myspace seemingly zombie status it still has millions of users, many of whom still go to myspace for music.