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Spotify Eyes Another U.S. Price Increase as Revenue Growth Lags User Gains

MarketDash Editorial Team
13 days ago
Spotify is gearing up for another U.S. subscription price hike in early 2026, its first since mid-2024, as the streaming giant balances impressive user growth against weakening monetization and prepares for a major leadership transition.

Spotify Technology S.A. (SPOT) is reportedly gearing up to raise subscription prices in the United States early next year, according to the Financial Times. The increase, planned for the first quarter of 2026, would be the streaming platform's first U.S. price hike since July 2024.

Why Another Price Bump?

Here's the tension Spotify is navigating: user growth looks fantastic, but the revenue story is more complicated. The company has already raised prices in several international markets including the U.K., Switzerland, and Australia. Analysts have been signaling that a U.S. increase isn't just likely but necessary for the business model to work long-term.

Deutsche Bank noted that uncertainty around when Spotify would pull the trigger on U.S. pricing has been weighing on investor confidence. Meanwhile, JPMorgan crunched the numbers and found that even a modest $1 monthly increase could deliver roughly $500 million in additional annual revenue. That's not pocket change.

For context, Spotify's U.S. premium plan currently costs $11.99 per month. When it launched 14 years ago, that same plan was priced at $9.99. Inflation has marched forward, but subscription costs haven't kept pace at the same rate.

Record Labels Want Their Cut

The price pressure isn't coming solely from Spotify's internal spreadsheets. Major record labels have reportedly been pushing Spotify, Apple Inc. (AAPL) Music, and other streaming platforms to raise prices. Their argument? Music subscription costs remain relatively inexpensive compared to video streaming services like Netflix Inc. (NFLX), and haven't kept up with broader inflation trends.

It's a classic negotiation dynamic where content suppliers want a bigger slice of the pie, and platforms are caught balancing content costs against subscriber tolerance for price increases.

The User Growth vs. Revenue Problem

Spotify delivered strong third-quarter 2025 results, beating expectations with earnings of $3.83 per share and revenue of $4.99 billion. Monthly active users climbed to 713 million, while premium subscribers grew 12% to reach 281 million.

Those user numbers look impressive on paper, but there's a catch. Despite adding millions of listeners, monetization metrics actually weakened. Premium average revenue per user dropped 4% year-over-year, and ad-supported revenue fell 6%. Translation: Spotify is getting more people through the door, but making less money per person.

This is exactly the kind of pressure that makes price increases look attractive to management and investors alike.

Leadership Changes on the Horizon

The pricing shift comes during a major transition period for the company. CEO Daniel Ek is preparing to step down from the top role and move into an executive chair position. Two deputies, Gustav Söderström and Alex Norström, are set to take over leadership responsibilities early next year.

Implementing a potentially controversial price increase right before a leadership handoff is interesting timing. It could be viewed as Ek handling the harder decisions before passing the baton, or as positioning the new leadership team with improved revenue fundamentals from day one.

Price Action: Spotify shares closed at $584.98 on Monday, up 0.23%, then climbed further to $590 in after-hours trading. Year-to-date, the stock has gained 27.78%.

Back to News

Spotify Eyes Another U.S. Price Increase as Revenue Growth Lags User Gains

MarketDash Editorial Team
13 days ago
Spotify is gearing up for another U.S. subscription price hike in early 2026, its first since mid-2024, as the streaming giant balances impressive user growth against weakening monetization and prepares for a major leadership transition.

Spotify Technology S.A. (SPOT) is reportedly gearing up to raise subscription prices in the United States early next year, according to the Financial Times. The increase, planned for the first quarter of 2026, would be the streaming platform's first U.S. price hike since July 2024.

Why Another Price Bump?

Here's the tension Spotify is navigating: user growth looks fantastic, but the revenue story is more complicated. The company has already raised prices in several international markets including the U.K., Switzerland, and Australia. Analysts have been signaling that a U.S. increase isn't just likely but necessary for the business model to work long-term.

Deutsche Bank noted that uncertainty around when Spotify would pull the trigger on U.S. pricing has been weighing on investor confidence. Meanwhile, JPMorgan crunched the numbers and found that even a modest $1 monthly increase could deliver roughly $500 million in additional annual revenue. That's not pocket change.

For context, Spotify's U.S. premium plan currently costs $11.99 per month. When it launched 14 years ago, that same plan was priced at $9.99. Inflation has marched forward, but subscription costs haven't kept pace at the same rate.

Record Labels Want Their Cut

The price pressure isn't coming solely from Spotify's internal spreadsheets. Major record labels have reportedly been pushing Spotify, Apple Inc. (AAPL) Music, and other streaming platforms to raise prices. Their argument? Music subscription costs remain relatively inexpensive compared to video streaming services like Netflix Inc. (NFLX), and haven't kept up with broader inflation trends.

It's a classic negotiation dynamic where content suppliers want a bigger slice of the pie, and platforms are caught balancing content costs against subscriber tolerance for price increases.

The User Growth vs. Revenue Problem

Spotify delivered strong third-quarter 2025 results, beating expectations with earnings of $3.83 per share and revenue of $4.99 billion. Monthly active users climbed to 713 million, while premium subscribers grew 12% to reach 281 million.

Those user numbers look impressive on paper, but there's a catch. Despite adding millions of listeners, monetization metrics actually weakened. Premium average revenue per user dropped 4% year-over-year, and ad-supported revenue fell 6%. Translation: Spotify is getting more people through the door, but making less money per person.

This is exactly the kind of pressure that makes price increases look attractive to management and investors alike.

Leadership Changes on the Horizon

The pricing shift comes during a major transition period for the company. CEO Daniel Ek is preparing to step down from the top role and move into an executive chair position. Two deputies, Gustav Söderström and Alex Norström, are set to take over leadership responsibilities early next year.

Implementing a potentially controversial price increase right before a leadership handoff is interesting timing. It could be viewed as Ek handling the harder decisions before passing the baton, or as positioning the new leadership team with improved revenue fundamentals from day one.

Price Action: Spotify shares closed at $584.98 on Monday, up 0.23%, then climbed further to $590 in after-hours trading. Year-to-date, the stock has gained 27.78%.