I believe you are right. No-one I know pays for music or music services, some even refuse to download anything from the app store that requires a fee upfront. If the only way to get music is to pay for it, they will go back to torrents and listen to the radio. The only time my friends pay for music is when they go to concerts, which also happens to be the only time artist seem to make money. Btw, why is buying music online the same cost as buying a physical cd, there is no publishing cost, no distribution, no shop, nada. People feel ripped off, unless they use the free Spotify option.
Myself, I will never pay for something I don't own (subscription) or anything with DRM (movies/books on iTunes).