I got asked to do a survey when I opened the Spotify app last week. All the questions were of a "What would you do if this price rise happened?" and most of the varieties had the family plan going to £20.99. I don't know what they are smoking to think that they're worth more than a Netflix subscription. Video > audio. If they put the family plan price up I'll cancel it and use Prime Music or something.
This is why they're now offering video and podcasts. They want to be valued the same way Netflix and YouTube are, and they can't do it with an audio-only offering.