ANALYSIS OF SPECIFIC ISSUES/CHALLENGES RUNNING THE BUSINESS (OPERATIONS, FINANCE, MARKET) Despite Spotify's huge following, they have been unable to make any profit so far and have incurred operating losses since opening in 2006; most recent loss in 2018, leaving a deficit of 2.51 billion. A survey carried out by Guardian revealed that - Spotify users were happy to pay up to $10, 10 and 10 but this could change if Spotify decides to increase their fees. Due to the competition between Spotify and Apple Music, survey points to fears that streaming industry may have already reached saturation point. Some record labels are unhappy with Spotify's operations and dealing as they are bypassing the record labels and signing deals directly with the artists in a bid to cut costs and make profit. (Anmuth, 2021; Dredge, 2013)