The free tier of Spotify helps greatly with that generation.
Especially if you have to cancel for a short time, for whatever reason.
Many people complain about losing playlists and libraries when they cancel AM for a short time (there are backup options, but that burned bridge is hard to come back from).
Apple Music subscribers seem to have trouble with basic functions and navigation. Ive noticed so many friends and co-workers, and my husband not knowing how to loop things, or navigate back to the album you're listening, etc.
Apple Music has some really good content (shows, curated playlists, exclusive live albums, etc) that are buried in strange places and difficult to navigate to. One should be able to pin a show and follow it, or create folders in playlists, etc... The platform has decent features that only the super savvy know about (people on these sort of sites or reddit).
I can't tell you how many people are shocked to find out AM has a web based browser to listen to music when I'm working in the office. Most people in an office aren't trying to sync their personal content to their work station after-all. If more people knew about that, they might be more enticed to switch.
Replay got better, but it needs to be more of a sensation to make people have FOMO AND sharable in a meaningful way on social media.
Their real struggle with this platform, which I genuinely love, is UI and Marketing.