30m people have never tried Spotify.
I wouldn't be too sure about that
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.