Compete on the service. All streamers have access to stream essentially whatever and they compete on price, quality and value added service.
Music streaming is almost there imo, if they paid the artists more, you want the highest quality? Go to tidal. You want infinite playlists? Deezer flow is where to go. You want podcasts? Spotify… I kid, Spotify’s ease of conectivity is an industry envy. But they all have, essentially, the same music, if you allow essentially to do some work.
Deezer flow has completely replaced commercial radio for me, except the DJ is at my behest. I listen to the radio at work and while driving, then albums at home.