Spotify says that the information is optional in many cases. The location of users is something being asked for, but Daniel Ek, CEO of Spotify, made it known that users can opt out of sharing this information. Some information cannot be blocked, such as information the company asks from third parties.
The Telegraph says the new information will be used to improve the service for individuals. For example, having a location would enable Spotify to offer local advertisements for those who use the free service.
Many angry users went to Twitter and made it clear that they were cancelling their Spotify subscriptions and closing their accounts. Free and premium users have been affected by the decision.
Interestingly, in a recent blog report by security guru Bruce Schneier, looking at a research paper that seeks to calculate the differential value of privacy-invasive advertising practices, the conclusion is that most personal information had little value. Overall, the ability to target advertising produces a 29 percent greater return on an advertising budget, mostly by knowing the right time to show someone a particular ad.