Free trials and subscription wars have lowered the price of streaming to as little as $6.66 per month after Amazon's entry into the world of streaming.   Midia Consulting, a research group have confirmed that up to 1/4 of all subscribers hop between free trials and use different email addresses to take advantage of a previously accessed free trial. 

http://www.musicbusinessworldwide.com/streaming-price-war-breaks-out-as-google-offers-4-free-months-of-play/?utm_source=The+Music+Network+Newsletter&utm_campaign=dbd0f576d7-TMN_Music_Daily_Tuesday_Nov29_2016-PAID&utm_medium=email&utm_term=0_de9b6ba584-dbd0f576d7-29150217