Although, popularity is a complex thing to measure and, given the crowded market space and as yet unprofitable streaming environment, how Amazon performs in future is anyone's guess. Spotify, valued at over $8bn, wants to buy SoundCloud as it battles with Apple, YouTube and now Amazon for superiority in this space. Despite revenues in excess of €2bn in 2015, Spotify lost €173m. At the time, it seemed profitability was going to be forever out of reach for the music streaming industry, though a spike in paid subscribers this year may have changed this. Elsewhere, the wheels on Tidal's A-list wagon are wobbling after its losses surged to $28m in 2015, according to The Wall Street Journal – around triple the streaming service's 2014 loss. Today, however, it's all about Amazon, with the streaming service "combining the simplicity and magic of natural language voice control" with millions of hours of music, powered by Amazon's AI Alexa.