The number of paying Spotify subscribers has climbed to 10 million worldwide, compared to 6 million in March of 2013. Additionally, the streaming music service has announced it has more than 40 million active users, in 56 markets around the world, according to Re/Code.

Spotify, which has yet to turn a profit, has launched a number of projects in recent months to increase its exposure. In March, for example, it began offering college students a Spotify Premium subscription for just $5 per month, or half off its regular price

Last month, Sprint announced that it would start bundling Spotify Premium with its Framily plans. Under the new program, all new and existing Framily plan members are eligible for a free, six-month trial of Spotify Premium. An 18-month discount on the premium music service will follow once the free trial is over.

Spotify is the biggest player in the growing subscription music industry. It easily bests Deezer, Google, and Rdio in this regard.

Apple is expected to enter the category very soon when it buys Beats Audio. In doing so, Cupertino will own Beats Music, which launched earlier this year in the United States.

See also: Spotify Sends Out Its Biggest Update Yet For iOS, Mac And The WebApple’s iTunes Radio May Soon Be The Second Most-Popular US Music Streaming Service, and Pacemaker, The First Spotify-Powered iOS DJ App, Launches In The App Store.