The thesis goes on to examine strategic planning in the music streaming industry through a lens of Spotify. It covers the history of strategic planning, a comparison between old and new ways traditional strategy versus agile practices, as well demonstrates why we should be more flexible on our strategies among fast moving markets. The research which analyzes the business model, competition landscape and strategic frameworks adopt by Spotify proving their growth factors along with market sustainability. It also tackles issues of licensing fees, user privacy anxieties and the role technology plays in improving the customer journey. The thesis concludes by urging firms to do so as they reevaluate their competitive advantage in the increasingly fast moving digital media environment.