Criticism of Spotify of "1989" selling over 10 million albums worldwide and the RIAA's 100 million song certification, Taylor wants to thank her fans by making her entire back catalog available to all streaming services." "Rolling Stone" questioned whether the move to allow her music on all streaming services was permanent. On 25 August 2017, Swift released her single "Look What You Made Me Do"; it was made available on Spotify immediately following release. However, her sixth studio album, "Reputation", featuring "Look What You Made Me Do", was withheld from all streaming services after its 10 November release date, being made available for
Spotify team would lead an Advanced Analytics unit within the company focused on developing data services. In April 2016, Spotify acquired CrowdAlbum, a "startup that collects photos and videos of performances shared on social networks", and would "enhance the development of products that help artists understand, activate, and monetize their audiences". In March 2017, Spotify acquired Sonalytic, an audio detection startup, for an undisclosed amount of money. Spotify stated that Sonalytic will be used to improve the company's personalised playlists, better match songs with compositions, and improve the company's publishing data system. Spotify also acquired MightyTV later in March, an app