Spotify aims to increase its market share in the digital music streaming industry. The document recommends a program called "SpotiX" to connect artists directly to users by offering concert tickets or early access to tickets for users that frequently play an artist's playlists. Implementing SpotiX could lead to increased user engagement, conversion rates from free to premium users, and brand loyalty for Spotify. The financial impact of SpotiX is estimated to generate an additional AUD $232.8 million in revenue per year for Spotify in Australia alone.