They need a bigger cut. 17% will not have a big enough impact to its bottom line. They need to have enough money to invest in other initiatives, as the business they are in is proven to be margin-thin. Apple and Amazon will eventually eat Spotify given enough time, if they don't find a moat to be built
However, after that experience, I'm starting to think there's no way in hell a massive multi-product conglomerate like Apple/Amazon is going to overtake a single-product music streamer like Spotify.
Apple/Amazon are clearly stretched too thin, and in a worse strategic position on audio due to the way the licensing agreements shook out. In music, everybody basically has access to the same catalog on every platform.
And given that songs are 4 minutes long (vs 4 hours binging TV shows), you spend wayyy more time interacting with the software in audio vs. video. So in audio, it's purely just deciding which UI/features you like best.
Spotify seems to be trying its best to screw up the UI, but no way it ever gets as bad as Apple Music given that's their only meal ticket.