You're a PM for Spotify. How would you increase revenue 5x in the next five years?

Focus on identifying both short-term and long-term strategies that can realistically contribute to a 5x revenue increase for Spotify. Consider various revenue streams such as subscription models, advertising, partnerships, and new product offerings. Discuss potential market expansions, including geographical growth or targeting new user demographics. Be sure to incorporate innovative ideas that leverage Spotify's existing strengths, like personalized content and user engagement, while also addressing potential risks and challenges. Finally, outline how you would measure success and adjust strategies over time to ensure growth targets are met.