It could be his audience dont stream like that.
I am not a streamer and I listen to a decent about of rap music regularly, they are all from online sites YouTube and etc and any dope joints I keep and have them for the mp3 playlist and car. Just trying to say there is a whole lot of other folks out there that don't mess with Spotify. I think J Cole's audience will be similar he is not a mainstream glossy type trending rapper. He is a little more acute and better than that.
Spotify I know are used in restaurants, shops, coffee houses, etc and of course these young ones who are happy to lease and own nothing for life lol.
