Spotify is a commercial music streaming service providing digital rights management-restricted content from record labels including Sony, EMI, Warner Music Group, and Universal. Music can be browsed or searched by artist, album, genre, playlist, or record label. Paid "Premium" subscriptions remove advertisements and allow users to download music to listen to offline. Spotify was launched in October 2008 by Swedish startup Spotify AB; as of 15 September 2010, the service had approximately 10 million users, including 2.5 million users with paid subscriptions. The service reached 20 million users with 5 million paid subscribers by December 2012, and 40 million users with 10 million subscribers in May 2014.