Spotify is producing their own music. Those recommended playlist of piano music, chill, or whatever general theme with artists that you have never heard about? That is because it has been produced by them is only available there.

Probably not at the same scale as Netflix and the sources on how common it actually is seems limited, but interesting nonetheless.

Edit, apparently Spotify has refuted this. Imo, it would make sense for Spotify to do this, so not sure what to think https://www.theguardian.com/technology/2017/jul/13/are-spoti...