I've been told by people in the position to know that the 2010-era streaming services (Rdio, Spotify, Mog) were all effectively the same company: owned mostly by the music studios (in exchange for licenses) with a minority stake for each's particular founders/investors. As Dalton Caldwell cautioned in 2011, licensing costs make music startups are nigh impossible [1]. For people who are willing to pay for a music serv…
Your people in the know are wrong. The labels own a very small part of e.g. Spotify - around 5% - and the rest is VC and the founders. Deezer's IPO documents were clear on where the ownership of that service lies.
Similar to Netflix, Spotify will need to create some reason for consumers to stay with Spotify, likely with some kind of music or music experience that is Spotify-exclusive like Netflix-exclusive TV shows. Also, Spotify has invested a lot of effort into its curated playlists -- this is an attempt to get people to listen to Spotify the way they watch Netflix -- fire it up and watch/listen to "whatever's on," instead of searching Taylor Swift and getting angry when they can't find it.