I've just seen a banner promoting Views, one of his songs was playing in an ad and he has multiple songs in the big playlists. I guess they don't mind as long as they're getting paid.
Didn't Target refuse to sell ST because it was an iTunes exclusive? This isn't really something new in the industry.
I wouldn't even be surprised if Spotify themselves are planting this story. Surely something is happening BTS if the CEO of UMG banned exclusive deals.