Dive Brief:

• Spotify announced Tuesday that it is choosing Google Cloud Platform to host its technical infrastructure. 
• The company said that in the past it has taken a "traditional approach" to infrastructure by buying or leasing data center space and other infrastructure equipment as close to its customers as possible. As the market shifted and customer demand increased, Spotify decided to turn to the cloud. 
• Spotify said it chose Google because of both its data platform and tools, highlighting the "sophistication and quality of its data offerings." 

Dive Insight:

Spotify's decision to move to the cloud is not unlike Netflix's, which just shut down its last data center. As customer demand grew, and markets shifted, both company's realized that their expertise lay in other areas and tapped cloud service providers to store their data. 

In a cheeky announcement, Spotify said, that "like good, lazy engineers, we occasionally asked ourselves: do we really need to do all this stuff?" Honest about its thought process to seek out a cloud service provider, the company said that gradually the balance shifted in the cloud. At first, it felt it could guarantee quality and performance by operating its own data centers, even though it was a "pain." 

But, over time, the quality of services grew from cloud service providers, and Spotify thought it was best to tap someone else to do the infrastructure work. 

Spotify also said that the cloud market is "a competitive space and we expect the big players to be battling it out for the foreseeable future." In its announcement, Spotify captured how much there is at of stake in the market. As Cloud giants  compete for their share of the market, the news of large companies choosing one cloud service provider over another will continue to make headlines.