Spotify Technology S.A. announced on Monday that it will be increasing the prices of its Premium subscriptions in the United States starting in July.
The company cited the need to “continue to invest in and innovate on our product features and bring users the best experience” as the primary reason for the price hike.
New subscription rates and impact on users
The new pricing structure will see the individual subscription cost rise from $10.99 to $11.99 per month.
The Duo option, which caters to two users, will increase from $14.99 to $16.99. The Family plan, which allows up to six accounts, will go up from $16.99 to $19.99 per month. The Student plan will remain unchanged at $5.99 per month.
This announcement led to a 2.10% increase in Spotify’s shares in the premarket, reflecting investor confidence in the company’s strategic move.
User growth and financial performance
In April, Spotify reported that its quarterly monthly active users (MAUs) were below its own estimates.
The company has been focusing on boosting profitability over expanding its listener base through extensive marketing.
First-quarter MAUs rose by 19% but fell short of Spotify’s guidance and analysts’ forecasts of 618 million.
Spotify has forecasted MAUs for the current quarter at 631 million, below the estimate of 636.3 million according to IBES data from LSEG.
Despite the shortfall in MAUs, Premium subscribers, who contribute the most to Spotify’s revenue, increased by 14% to 239 million, aligning with market expectations.
Strategic cost-cutting and future outlook
Spotify has been implementing cost-cutting measures, including layoffs and reductions in its marketing budget, to enhance its profit margins.
These efforts are part of the company’s broader strategy to achieve sustainable growth and profitability.
The decision to raise subscription prices comes as Spotify seeks to balance the need for continued investment in new features and improvements with the financial realities of maintaining and growing its user base.
The company aims to leverage the additional revenue from higher subscription fees to fund further innovations and enhancements in its service.
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