30m people have never tried Spotify.
I wouldn't be too sure about that 😉 I used Spotify from the moment it started and switched to Apple Music full time last year... Spotify has been slow to work on fixing bugs and implement new (useful) features (and at the same tame taking away a decent iPad app for a blown up iPhone version). Apple Music is now just as reliable and Apple seems to be upping the pace on new feature implementation. Also iCloud Music Library now (after a year of absolute trash, agreed) works like a charm!
Spotify has been wasting time on a half-done Podcast implementation, "Behind the Lyrics" (whilst taking away app support on the desktop) and still doesn't allow more than 10,000 items in the "Your Music" section, whilst splitting Playlists and the Library up completely. Apple Music is now a serious contender. I just wished they would ditch Jimmy Iovine and concentrate on music features, not rubbish shows people don't want or need in the Music app.
EDIT: btw my fiancée and my dad also recently switched. They're more than happy after problems with Spotify. My fiancée also suffered from a sub-par customer service experience with Spotify, with which I mean: Non-existent.